Consumer Protection Authority ask Sensodyne to stop misleading ads, slaps fine of ₹10 lakh

March 23: The Central Consumer Protection Authority (CCPA) said on Tuesday it has imposed Rs 10 lakh penalty and ordered discontinuation of advertisement of Sensodyne products which make the claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity tooth paste”. The consumer body has termed these claims made in Sensodyne products as misleading.

CCPA has ordered discontinuation of advertisements of Sensodyne products which make the claims “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste” within seven days and directed payment of penalty of Rs 10,00,000, according to a statement released by the Ministry of Consumer Affairs, Food & Public Distribution. Earlier, Sensodyne was asked to stop ads that showed endorsement by foreign dentists.