The Advertising Standards Agency (ASA) has upheld complaints and prevented further broadcasts of a recent Denplan TV advert described as "misleading" by consumers who highlighted that cosmetic dentistry was not covered by the dental insurer.
Eleven complainants challenged whether the ad was misleading because they understood that cosmetic dentistry was not covered by Denplan. ASA said: "The ad must not appear again in its current form. We told Denplan Ltd to ensure that in future their ads did not mislead viewers about the extent of their insurance coverage." The TV ad for Denplan, broadcast in October last year, featured a man with yellow, crooked and cracked teeth trying to hide them whilst taking 'selfie' photos. The voice-over stated, "Love your teeth. Ask your dentist about Denplan." On-screen text stated '#doitforyo...
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