Tooth whitening advert banned

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THE Advertising Standards Authority (ASA) has banned an advert for a whitening toothpaste after it emerged that 43 per cent of those who used it said their teeth looked the same or even darker afterwards.

Arm & Hammer Advanced Whitening Toothpaste stated that the toothpaste could make teeth up to three shades lighter following a clinical trial but the ASA’s investigation said the claims were misleading and 25 per cent of those who took part in the trial saw their teeth become up to 5.5 shades darker. The Arm & Hammer brand was founded in the USA 150 years ago using baking soda to gently clean and buff the teeth and is one of the market leaders. The TV adverts featuring former Blue Peter presenter Katy Hill have now been banned.

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