Procter & Gamble, the US giant that produces the popular toothpaste brand Crest, was hit with a 6.03 million yuan fine from a local regulator over a commercial that ‘falsely advertised’ one of its whitening products using (*shock*) doctored images.
Miao Jun, the director of the Shanghai Industry and Commerce Administration Bureau, said that the whitening effect as seen in the commercial was “over-processed” with computer editing software.
Taiwanese hostess Dee Hsu was featured in the commercial flashing her pearly whites and claiming that “The magical MICA whitening particle in the tooth paste really made my teeth white with luster”.
According to Miao, China’s advertisement law states that commercials can use software to doctor certain aspects but not to the point where it distorts the advertised products.
Seeing as that’s pretty much what all commercials exist for, a deputy dean of the Humanities and Communication College at Shanghai Normal University explained to Xinhua that “There are loopholes in China’s law on what defines a fake commercial promotion which the advertisers take advantage of”.
L’Occitane and Clinique have likewise been fined for false advertisement in China because their models apparently are not pore-less and gleaming descendants of Venus walking among mere mortals.