CCPA imposes Rs 10 lakh penalty on Sensodyne | Business Upturn

 CCPA imposes Rs 10 lakh penalty on Sensodyne

According to the CCPA, Sensodyne advertisements that make claims like “Recommended by dentists worldwide” and “World’s No.1 sensitivity toothpaste” are deceptive.


The Central Consumer Protection Authority (CCPA) recently issued an order prohibiting the use of misleading advertisements for Sensodyne products that make claims such as “recommended by dentists worldwide,” “World’s No.1 sensitivity toothpaste,” and “clinically proven relief, works in 60 seconds.”

The authority has also imposed a Rs 10,00,000 fine. It should be noted that, previously, on February 9, 2022, the CCPA issued an order directing the cessation of advertisements for Sensodyne products that show endorsement by foreign dentists.

In an official statement, the CCPA stated that it had taken suo-moto action against such advertisements by the company on various platforms such as television, Youtube, Facebook, and Twitter showing dentists practising outside India (practising in the United Kingdom) endorsing the use of Sensodyne products such as “Sensodyne Rapid Relief” and “Sensodyne Fresh.”


Concerning the claim of “clinically proven relief, works in 60 seconds,” the CCPA had written to the Drugs Controller General of India, Central Drugs Standard Control Organization (CDSCO) to provide its comments on the correctness of the company’s claims.

Since the product in question is manufactured under a cosmetic licence granted by the State Licensing Authority, Silvassa, CDSCO has directed The Assistant Drug Controller, Licensing Authority, Silvassa to investigate the claims made by the company.

Following consumer sensitivity surrounding the COVID-19 pandemic, the CCPA took stringent action against misleading advertisements, resulting in 13 companies withdrawing their advertisements and three companies making corrective advertisements.


The CCPA has also issued two safety notices under Section 18(2)(j) of the Act, warning consumers against purchasing goods that lack a valid ISI Mark and violate the BIS standards mandated by the Central Government. While the first safety notice was issued in relation to helmets, pressure cookers, and cooking gas cylinders, the second was issued in relation to household goods such as electric immersion water heaters, sewing machines, microwave ovens, domestic gas stoves with LPG, and so on.