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Published on : Mar 10, 2015

Crest, the toothpaste brand made by United States-based consumer goods giant Procter & Gamble, has been fined in an instance that counts as the biggest fine imposed by mainland China authorities for false advertisement. The fine is allegedly worth 6.03 million yuans (HK$7.46 million).

The toothpaste brand was fined for a television ad that featured famed Taiwanese singer and actress Dee Hsu (called Little S) that claimed that the toothpaste can whiten teeth in just one use of the product, the Administration for Industry and Commerce of Shanghai said in a statement on its official
microblog.

The statement also said that the teeth of the representative of the product in the ad were not actually whitened due to the use of the advertised product, but were made so with the use of computer effects. 
Crest stated in a statement on its official microblog that the said advertisement had been taken down from the television in the mid of last year. The brand, however, did not say whether or when it plans to contest the fine. 

Xinhua, the official news agency of the state stated that the fine was the biggest fine levied for any such case of false advertisement in mainland China. Miao Jun, the chief of advertising at 
Miao Jun, chief of advertising at the Administration for Industry and Commerce of Shanghai said that the fine was specified as a part of advertising fees.

Miao further said that if the advertised effects of any such consumer good products are falsely blown up, then penalties should be levied upon the products to secure consumer welfare. 

Procter & Gamble is listed on the New York Stock Exchange and operates in 70 countries across the globe, including China. The company registered US$83 billion of sales in the 2014 financial year.