For Immediate Release

A new fluoride-free toothpaste has changed its advertising after being challenged to provide evidence to back its claims that it reduces plaque and tooth decay.

The toothpaste, called Grin, launched earlier this year and relies on propolis, manuka oil and sea salt as its key ingredients.

A complaint filed with the Advertising Standards Authority challenged Grin’s claims that those ingredients are effective and the company voluntarily withdrew most of its claims to settle part of the complaint.

However, the ASA agreed with the complainant that Grin’s continuing claim that manuka oil could help oral hygiene was not backed up by evidence and was, therefore, likely to ‘mislead and exploit the lack of knowledge of consumers’.

Grin had provided a single study conducted in vitro rather than in the conditions of a human mouth, which the ASA considered well short of its social responsibility to consumers.

The advocacy group Making Sense of Fluoride welcomed the ASA ruling, noting that fluoride toothpaste has a well-documented effect in reducing tooth decay and ideally should be part of everyone’s daily routine for a healthy smile.

“People can certainly choose to use a fluoride-free toothpaste,” says MSoF President Daniel Ryan, “but they should do so in the full knowledge that the only protection they’re really getting is the act of brushing itself, rather than from the product. Experts advise all ages to use a full fluoride toothpaste twice a day.”

Grin has recently launched a range of toothpaste especially for children, which Mr Ryan says is particularly concerning. “Grin has a vigorous social media campaign and well-meaning parents may unwittingly put their children’s oral health at real risk because the marketing doesn’t tell you how ineffective a fluoride-free toothpaste actually is. As well as preventing cavities, fluoride helps developing teeth grow strong – so if parents don’t even know they’re using an ineffective toothpaste, children’s teeth are extra vulnerable. That’s beyond sad when it’s so easily preventable.”

For more information please contact:
Dr Ken Perrott
Science adviser, MSoF
[email protected]

Daniel Ryan
President, MSoF
[email protected]

The post Fluoride Free Toothpaste doesn’t do the job appeared first on Making Sense of Fluoride.

After seeing these advertisements, Making Sense of Fluoride (MSOF) legal spokesperson, Christopher Atkinson contacted the ASA voicing his concern that they contained statements that were not factual and were likely to cause concern about the safety of community fluoridated water. Consequently, the ASA upheld Mr Atkinson’s complaints and ruled that the advertisements be removed.

MSoF warn the Kapiti Coast District Council that they are the latest Council to be targeted in a series of attacks from anti-fluoridation activists and urges the Council not take activists claims in face value.

Hamilton stopped fluoridating its water supply after pressure from anti fluoride activists in June last year. In A referendum was held, yet despite residents overwhelmingly voted for fluoridated water and the council backed down, reversing their decision.

It was only after the recent High Court case in Taranaki which affirmed the widely held view that community water fluoridation is a safe and effective public health measure and did not violate the Bill of Rights legislation, the Hamilton City Council voted to resume water fluoridation.

MSoF hope that Kapiti Coast District Council will not follow the Hamilton example and be pressured into decisions concerning public health by activists threatening legal action.

The online advocacy group Making Sense of Fluoride (MSoF) is a group of students, academics, medical professionals, and other concerned individuals advocating that this significant public health initiative be either introduced or maintained. It provides a forum to discuss all aspects surrounding this topic; fb.com/fluoridewater

The post Press release: Anti Fluoridation Advertisements Rejected by The Advertising Complaints Authority appeared first on Making Sense of Fluoride.