Holly Willoughby denies claims she wasn’t whiter than white in toothpaste ad
Television presenter Holly Willoughby has been forced to sign a written statement vouching for the veracity of a tooth whitening commercial she starred in after doubting Thomas’s cried foul play.
Willouby proudly displayed her gleaming gnashers to viewers explaining that their brilliance was attributable to her daily use of Oral-B 3D White Brilliance, but some suspected that digital enhancement or professional whitening were more likely candidates.
This prompted the ASA to get involved to investigate whether Willoughby had ‘misled’ viewers, or ‘exaggerated’ the effects of her sponsors product.
Writing to the watchdog however Willoughby reaffirmed her backing, stating that in a fortnights use her teeth were ‘visibly whiter’.
Procter & Gamble, owner of the toothpaste brand, conceded that the footage had undergone normal grading to improve ‘contrast and depth’ and provided both sets of footage in evidence.
An ASA spokesperson said advertisers could ‘present their products in their most positive light’… “so long as the resulting effect was not one which misleadingly exaggerated the effect the product was capable of achieving’.