Delhi High Court asks Dabur to justify fluoride-related health claims after Colgate challenges advertisement

The Delhi High Court has directed Dabur India Ltd. to submit scientific proof backing its claims that fluoride in toothpaste may lead to health issues such as lower IQ in children, brittle bones, and spots on teeth. The order came after Colgate-Palmolive approached the court, objecting to a Dabur advertisement that it says unfairly targets fluoride-based toothpastes.

The ad, which appeared in The Times of India on World Oral Health Day, included the tagline: "Does your favourite toothpaste have fluoride?" Colgate argued that this was a veiled reference to its own fluoride-based products and amounted to misleading and disparaging advertising.

Colgate, a market leader in the toothpaste segment, claimed that fluoride in safe levels (up to 1000 ppm) is approved by global health bodies to prevent tooth decay. The company also said Dabur's campaign was not only unscientific but also amounted to unfair competition, as it discouraged the entire category of fluoride-based toothpastes instead of simply promoting its own products.

In response, Dabur has defended its campaign, saying the ad was meant to inform consumers about potential risks, based on certain studies. However, the company agreed—without admitting any fault—to remove the word “favourite” from the ad.

This isn’t the first legal clash between the two companies. Back in 2019, the Court had directed Dabur to change its packaging, which looked too similar to Colgate’s. While Dabur made the visual changes, Colgate has now raised concerns about the continued use of anti-fluoride messaging.

Justice Amit Bansal has given Dabur two weeks to file a detailed reply along with supporting scientific evidence. Colgate will then have two more weeks to respond. The case is set to be heard next on May 27, 2025.