ASA Challenges Zing's Claims on Titanium Dioxide Toothpaste Risks

The UK's Advertising Standards Authority (ASA) has taken action against Zing, an independent oral care brand, following a complaint that challenged the brand's implication that toothpaste containing titanium dioxide (TiO2) could be harmful. The complaint, lodged by a journalist, questioned the content on Zing's homepage and a paid Facebook ad, alleging that they were misleading.

UK advertising authority raps toothpaste brand for misleading free-from claims

On its website, zingtoothpaste.com, Zing's homepage in June featured a bold statement: "What you need to know about 'white' toothpaste. You shouldn't have to brush with suspected carcinogens." The text beneath this headline conveyed a message that linked TiO2, a common toothpaste ingredient, to potential carcinogenic properties. Zing asserted its product's superiority by being "clear" and free from TiO2 and dodgy dyes.

Simultaneously, a Facebook ad claimed, "No dodgy dyes. No supermarket nasties. Free from Titanium Dioxide forever." An accompanying image with superimposed text reinforced the message, stating, "No dodgy dyes. Titanium Dioxide-free [...] f*ck cancer a clear gel."

In response to the complaint, Zing referred the ASA to various sources, including a clinical risk assessment, literature review, clinical survey, online news article, and an opinion from the European Food Safety Authority (EFSA). Zing argued that TiO2 could cause adverse reactions in humans after oral consumption, citing the substance's prohibition as a food additive in the European Union (EU) and Northern Ireland.

The ASA, however, upheld the complaint, asserting that consumers could interpret Zing's claims to mean that TiO2 was widely used in toothpaste and potentially carcinogenic. The authority also contended that consumers might believe Zing's products were free from a carcinogen present in TiO2-containing toothpaste. Critically, the ASA found Zing's evidence related to TiO2 as a food additive insufficient to substantiate the claims under investigation.

As a result of the ruling, the ASA mandated that Zing's ads, in their current form, should not reappear. Furthermore, the brand was instructed not to assert that using TiO2-containing toothpaste is harmful to humans without substantial evidence. This decision highlights the importance of clear and substantiated claims in the cosmetics industry, emphasizing the need for responsible advertising practices.