ASA Clamps Down On Enamel-Regeneration Claim For Unilever Toothpaste

U.K. advertising self-regulatory authority recommends that Unilever discontinue claims suggesting that its REGERATE toothpaste triggers tooth-enamel replacement via normal biological processes. Firm’s claims should more closely reflect study outcomes in which REGENERATE remineralized and restored the micro-hardness of tooth enamel, according to ASA’s Dec. 24 adjudication report.