Mumbai: The Central Consumer Protection Authority (CCPA) has taken umbrage at GlaxoSmithKline-owned toothpaste brand Sensodyne for misleading advertisement. The consumer protection body has ordered discontinuation of these advertisements within seven days, according to an official statement.

Additionally, the association imposed a penalty of Rs 10 lakh on Sensodyne's manufacturer. The CCPA said the company did not produce any cogent study or material to substantiate claims made in the advertisements or indicate any worldwide prominence of Sensodyne products.

After examination of the response submitted by the company, CCPA observed that the two market surveys submitted by the company in support of its claims 'Recommended by dentists worldwide' and 'World's No 1 sensitivity toothpaste' made in the advertisements were conducted only with dentists in India.

"No cogent study or material were submitted by the company to substantiate the claims made in the advertisements or indicate any worldwide prominence of Sensodyne products. Thus, the claims were observed to be bereft of any reason or justification," the statement said.

The central body initiated suo-moto action against the advertisements, running on various social media platforms and television, that showed dentists practising outside India (in the UK) endorsing the use of Sensodyne products — namely Sensodyne Rapid Relief and Sensodyne Fresh Gel — for protection against teeth sensitivity.

Earlier on 9 February, the Authority had also directed GlaxoSmithKline (GSK) Consumer Healthcare to discontinue advertisement of Sensodyne products, which show endorsement by foreign dentists.