A controversy has erupted between Dabur and Colgate over claims made by Dabur about fluoride-based toothpaste. Dabur has advertised that fluoride can lower children’s IQ, weaken bones, and cause dental health problems, but the Delhi High Court has ordered Dabur to provide scientific evidence to support these claims. Colgate, the manufacturer of fluoride-based toothpastes, has accused Dabur of misleading advertising and launching a veiled attack on its brand.
Colgate argues that fluoride is a proven method for preventing tooth decay, approved by global health authorities, and that Dabur’s campaign undermines an entire product category instead of making direct, comparative claims. The court has given both companies two weeks to submit their responses, with the next hearing scheduled for May 27.
It’s worth noting that Dabur has made similar claims about fluoride in the past, and the court has previously instructed the company to modify its advertisements. Dabur altered the visuals, but Colgate is now challenging the company’s ongoing claims about the safety of fluoride-based toothpastes.
The controversy highlights the importance of scientific evidence in consumer advertising. Dabur’s claims about the dangers of fluoride are based on incomplete or outdated studies, and may be misleading consumers. Colgate’s fluoride-based toothpastes, on the other hand, have undergone rigorous scientific testing and are widely accepted as a safe and effective way to prevent tooth decay. The court’s decision to demand scientific evidence from Dabur is a welcome step in promoting transparency and accuracy in consumer advertising.