The Central Consumer Protection Authority (CCPA) has passed an order against a company selling a popular brand of toothpaste and directed them to immediately discontinue "misleading advertisements". CCPA passed orders after initiating suo motu action against the two firms, GlaxoSmithKline Asia for its advertisement of Sensodyne products in India, which show foreign dentists endorsing them. In addition, it has imposed a penalty of Rs 10 lakh. The decision has been taken after hearing the company's side. CCPA observed that regulations governing dentists in India bar endorsement of any product or drug publicly, and by showing dentists practising outside India for endorsement of its product in the advertisements, the company was attempting to "circumvent the law in force"
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