CCPA imposes penalty on Sensodyne for misleading advertisements

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  • Last Updated on 23 March, 2022

ccpa; consumer protection

Press release, Dated: 22.03.2022

The Central Consumer Protection Authority (CCPA) has passed an order imposing a penalty of Rs. 10 lakhs against Sensodyne for misleading advertisements of its products whereby it had made claims such as “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste”. Earlier on 09.02.2022, the CCPA had passed an order directing discontinuation of advertisement of Sensodyne products which show endorsement by foreign dentists.

CCPA had initiated suo-moto action against the advertisement of Sensodyne products on various platforms including Television, YouTube, Facebook, and Twitter showing dentists practicing outside India (practicing in the United Kingdom) endorsing the use of Sensodyne products namely Sensodyne Rapid Relief and Sensodyne Fresh Gel for protection against teeth sensitivity and making different claims including the claim that toothpaste is “clinically proven relief, works in 60 seconds”.

With respect to the claim, CCPA had written to the Drugs Controller General of India, Central Drugs Standard Control Organization (CDSCO) to furnish its comments on the correctness of the claims made by the company.

CDSCO directed The Assistant Drug Controller, Licensing Authority, Silvassa to investigate the claims made by the company. Accordingly, the Assisting Drug Controller has written to CCPA stating that the claims made by the company are under investigation and further action will be initiated after the hearing process.

CCPA has also issued two Safety Notices u/s 18(2)(j) of the Act alerting consumers against buying goods that do not hold without valid ISI Mark and violate the BIS standards directed for compulsory use by the Govt.

Further, to safeguard consumer interest against misleading advertisements and unfair trade practices, CCPA has also issued two advisories. The first advisory was issued on 20.01.2021 to cease making misleading claims that take advantage of the Covid-19 pandemic situation and the second was issued on 01.10.2021 highlighting compliance of the provisions of Consumer Protection (e-commerce) Rules, 2020 which required every marketplace e-commerce entity to display all information provided to it by seller under Rule 6(5) including name, designation and contact information of the grievance officer of the seller

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