Watchdog bans radio advert for Listerine

AN advert for Listerine mouthwash has been banned for suggesting misleadingly that such products are necessary for dental health.

The radio ad featured a voice-over saying: “It’s amazing what your mouth goes through, and brushing alone isn’t enough. Try the Listerine routine for 21 days, and if you don’t love how clean your mouth feels we’ll give you your money back. Listerine Total Care. For total oral health.”

One listener complained that the claim “brushing alone isn’t enough” was misleading and could not be substantiated.

Johnson& Johnson said it did not believe the claim implied the dental community recommended the use of a mouthwash to maintain oral health, and said the ad did not suggest or imply professional involvement or endorsement.

However, the Advertising Standards Authority said consumers would understand the claim “brushing alone isn’t enough” to mean that it was generally accepted within the dental community that a mouthwash should also be used, which it said it had not seen any evidence to support.

It ruled that the ad must not be broadcast again in its current form.

Johnson & Johnson said: “We are disappointed with this decision as we believe we have strong evidence to back up the claim that has been questioned … It is not our intention to mislead in any way.”