The Delhi High Court has instructed Dabur India to present scientific evidence backing its recent advertising claims that fluoride in toothpaste could lead to adverse health effects
Following a complaint filed by Colgate-Palmolive, the Delhi High Court has instructed Dabur India to present scientific evidence backing its recent advertising claims that fluoride in toothpaste could lead to adverse health effects such as reduced IQ in children, brittle bones and dental spotting.
The directive follows a complaint filed by Colgate-Palmolive, which alleged that Dabur’s campaign, especially the tagline, ‘Does your favourite toothpaste have fluoride?’ was misleading and disparaging. The ad was published on World Oral Health Day, coinciding with Colgate’s full-page promotion for its fluoride-based toothpaste.
Justice Amit Bansal noted that Dabur must substantiate three specific claims from the ad including ‘Fluoride lowers IQ in children’, ’causes brittle bones’ and leads to spotting on teeth.
Colgate argued that the campaign unfairly maligns fluoride, a compound endorsed by global health authorities for its role in preventing tooth decay when used within safe limits (up to 1000 ppm). The company contended that Dabur’s messaging crosses the line from comparative to disparaging advertising, effectively undermining an entire product category.
This isn’t the first legal clash between the two companies. In 2019, Dabur was directed to modify advertisements resembling Colgate’s packaging. This time, the dispute focuses on the content and implications of Dabur’s fluoride-related claims.
In an initial response, Dabur offered, without admitting fault, to remove the word ‘favourite’ from its tagline, asserting that the campaign aimed only to raise awareness of potential risks based on selective research, rather than making definitive claims.
The court has given Dabur two weeks to file its reply, with Colgate allotted another two weeks for its rejoinder. The next hearing is scheduled for 27 May 2025.
