Cadbury being investigated by the FTC and NAD for Trident Xtra Care ads

LONDON Things have been turning sour lately for London-based sweets company Cadbury. Earlier this year, Wrigley claimed Cadbury USA misled consumers with their new advertising campaign that declared their Trident Xtra Care gum builds tooth enamel. Wrigley accused Cadbury of not having the necessary proof to make a claim that the gum, which was introduced over the summer, contains a teeth-strengthening type of calcium.

Despite Cadbury’s plea to the National Advertising Division to dismiss the complaint, they decided to pursue it, and the FTC is now investigating it after another governmental regulatory agency made similar allegations about the ad.  

“We are surprised and disappointed NAD elected to retain jurisdiction notwithstanding the pending government agency inquiry,” said Luisa Girotto, Cadbury’s vice president of corporate communication. “We are confident of Trident Xtra Care’s benefits and stand by the statements we have made, and note that we provided to NAD a substantive response to each of the false arguments raised by Wrigley in its challenge.”