CCPA Imposed Fine on Sensodyne


  • In a suo-moto action, the Central Consumer Protection Authority (CCPA) imposed a penalty of Rs 10 lakh on Sensodyne products.
  • It also ordered the discontinuation of certain misleading advertisements of Sensodyne toothpaste within seven days.
  • It is considered as a misleading advertisement, as the products claimed to be ‘Recommended by dentists worldwide’, ‘World’s No.1 sensitivity toothpaste’ and ‘clinically proven relief, works in 60 seconds’.
  • Previously on February 9, 2022, the CCPA had passed an order directing discontinuation of advertisement of Sensodyne products which show endorsement by foreign dentists.
  • The Sensodyne products were advertised on various platforms including television, YouTube, Facebook and Twitter.

Facts to know:


  • The Central Consumer Protection Authority (CCPA) established the Consumer Protection Act, 2019.
  • CCPA functions under the Ministry of Consumer Affairs.
  • Union Minister of Consumer Affairs: Mr. Piyush Goyal.
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