China has fined Proctor and Gamble, $ 6.03 million yuan or $ 964,000 in US dollars for false advertising.
White teeth of the model were merely a result of photoshop. The Crest dental hygiene products do not actually produce this effect, as revealed by research conducted by the Municipal Bureau of Industry and Commerce in Shanghai.
“Many celebrities are well aware of the false effects of the product when they act as models for the ad,” said Miao Jun, manager of the advertising department of the Municipal Office. “That is why we have proposed a reform of the Law on Advertising – pending approval – in which the actor or model participating in an ad that sells false expectations will also have to take responsibility and may be punished.”
Meanwhile, Proctor and Gamble contends that their “one-day whitening” advertisement involves both using their Crest toothpaste and following the correct brushing techniques, it said.