P&G's Crest Fined Almost $1 Million Over Chinese Ad
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In China, an ad for a Crest whitening toothpaste showed a popular talk show host worrying about how her teeth would look during a magazine cover shoot. So she brushed with Crest, and — voil — her teeth were ready for the cover of Cosmo. The commercial promised whiter teeth in “just one day.”
Chinese regulatory authorities took issue with the ad and fined Crest about $963,000 for false advertising a sum that state media said was the highest ever for such a case.
On its microblog account, the Shanghai Administration for Industry and Commerce said the color of Taiwanese star Dee Hsu’s teeth had been “excessively modified by computer editing software.” The ad spotlighted Crest MICA toothpaste and also the brand’s 3D White Luxe Whitestrips. (Watch the spot here.)
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