Toothpaste Controversy: Dabur and Colgate Face Off Over Fluoride Claims — Court Demands Scientific Evidence

On Friday, April 11, the Delhi High Court directed Dabur India Limited to provide scientific evidence supporting its claims against fluoride-based toothpaste. In one of its advertisements, Dabur asserted that fluoride could lower children’s IQ, weaken bones, and cause various dental health problems, including stains on teeth.

The court, responding to a petition filed by Colgate-Palmolive, ordered Dabur to justify its claims with credible data. Justice Amit Bansal issued the order while hearing the plea, which seeks a ban on Dabur’s advertisements making such allegations.

Colgate Accuses Dabur of Misleading Advertising

Colgate argued that Dabur’s ads are misleading and portray fluoride-based toothpastes negatively, indirectly targeting Colgate’s products. The court granted both companies two weeks to submit their responses, with the next hearing scheduled for May 27.

Colgate pointed out a tagline in Dabur’s ad that read: “Does your favorite toothpaste contain fluoride?”, which was published on World Oral Health Day in The Times of India. Colgate claimed this was a veiled attack on its brand, especially as the ad appeared on the same day it launched a front-page promotion for its fluoride-based toothpaste.

Fluoride Use Approved by Global Health Authorities

Colgate maintained that health authorities worldwide allow the use of fluoride in toothpaste—up to 1000 parts per million (ppm)—as a proven method to prevent tooth decay. The company argued that Dabur’s campaign amounts to unfair competition, as it undermines an entire product category instead of making direct, comparative claims.

Back in 2019, the court had also instructed Dabur to modify advertisements that closely resembled Colgate’s packaging. Dabur later altered the visuals. However, Colgate has now challenged Dabur’s ongoing claims about the safety of fluoride-based toothpastes.