Dental body set to drop Ribena

British Dental Association admits food and drink products could lose accreditation in policy review

The British Dental Association (BDA) is considering withdrawing its stamp of approval from products such as GlaxoSmithKline’s Ribena Toothkind drink and Wrigley’s Orbit.

As part of the review of its accreditation process, the professional trade body for dentists is looking at removing its accreditation from all drinks and food products in the future.

Ribena and Orbit are the only food and drink products recognised by the BDA as being “specially formulated” to reduce dental disease. Two years ago, the High Court ruled that Ribena misled consumers by claiming that it “does not encourage tooth decay”.

The BDA plans to phase out its current accreditation process over the next 18 months and to introduce a new “BDA Recommended” logo. Products currently using its accreditation logo will need to alter their packaging to incorporate the new logo.

These products include Colgate Total and Ultra Cavity Protection toothpaste, Macleans toothpaste and Listerine mouth-rinse.

A BDA spokeswoman says: “Food and drinks could go off the list of products we accredit, but that has yet to be decided. The new scheme is being piloted and it will mean that the BDA will look at products actively, rather than waiting for companies to come to us and ask for accreditation.”

Companies pay the BDA for the right to use its logo.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here