Colgate Ad Squeezed Out

The commission has said in its ruling: The claim of providing protection as symbolised by the ring surrounding the family members in advertisements and TV commercials, and the use of the words suraksha chakra, appear to be prima facie false and misleading. In fact, even in the US, Colgate faced a desist order for its dental cream advertising campaign; the Federal Trade Commission there ruled that the claim of providing a shield of protection was misleading to consumers.

Colgates defence is that the earlier term shield of protection was changed to ring of confidence; also, they point out that the phrase suraksha chakra is only used in Hindi commercials