The World: Cincinnati - P&G fights ban on 'false claim' toothpaste ads

Procter & Gamble is appealing against an order made by US advertising watchdogs to stop making claims that its Crest Pro-Health toothpaste is recommended by dentists.

Colgate-Palmolive is also unhappy about the decision over Pro-Health's claim to provide 12 hours of antibacterial protection. Colgate makes a similar claim for its Total brand.

The National Advertising Division of the Council of Better Business Bureaus said: "Patients do not need dentists telling them that they do not want plaque-covered teeth or foul-smelling breath."

P&G argued that the Pro-Health ads, featuring the caduceus symbol used by the American Dental Association, did not mean to imply that dentists recommended Pro-Health.