Anti-fluoride ad misleading

The Herald reports:

An anti-fluoridation website ad has been removed after it was found to have “unjustifiably played on fear”.

The Advertising Standards Authority (ASA) has upheld a complaint about an advertisement on the Fluoride Free New Zealand website that stated doctors and dentists believed fluoride caused harm.

But in its written decision, released today, the ASA found the Fluoride Free New Zealand advertisement was likely to be misleading.

It said the claims were presented as facts but were not substantiated, and the advertisement “unjustifiably played on fear”.

The ASA ordered the ad to removed from the website.

The decision is here.