SmithKline to drop ToothKind ‘decay’ claims

GlaxoSmithKline has agreed to drop all claims that Ribena ToothKind does not encourage tooth decay.

The move comes as the company announced it is not going to appeal against last month’s High Court ruling that claims of dental safety in its advertising were misleading.

The company agreed to take the “does not encourage tooth decay” claim off all Ribena ToothKind labels at an informal meeting with representatives from Hounslow Trading Standards Department and pressure group Action and Information on Sugars (AIS).

SmithKline is expected to reveal the amended labels at a formal meeting later this month, which will be attended by representatives from the Food Standards Authority.

AIS, which is calling on Smith-Kline to publicly admit its claims were wrong and to change the ToothKind name, says any new claim must be rigorously tested to ensure it can be substantiated. AIS chairman Jack Winkler adds: “To the non-technical consumer it could end up sounding as good as the original claim.”