{"id":49307,"date":"2026-01-30T07:39:56","date_gmt":"2026-01-30T07:39:56","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49307"},"modified":"2026-02-02T13:58:54","modified_gmt":"2026-02-02T13:58:54","slug":"colgate-controversy-china","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/colgate-controversy-china\/","title":{"rendered":"Colgate\u2019s China livestream sparks controversy over &#8216;regenerating teeth&#8217; claims"},"content":{"rendered":"\n<p>Colgate (\u9ad8\u9732\u6d01), surely one of the world\u2019s most recognisable oral-care brands, has been swept into a truly bizarre controversy after <a href=\"https:\/\/daoinsights.com\/news\/merchant-led-livestreams-take-over-douyin-e-commerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">a livestream promotion<\/a> appeared to suggest that the toothpaste could do the impossible: make teeth \u2018grow back\u2019 and close gaps.\u00a0\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>On Weibo, the hashtag questioning Colgate\u2019s claims (\u9ad8\u9732\u6d01\u79f0\u80fd\u586b\u4e0a\u7259\u7f1d\u662f\u8fc7\u5ea6\u5ba3\u4f20\u5417#) drew more than 13 million views. <\/li>\n<\/ul>\n\n\n\n<p><strong>The controversy centres on animated clips used by a verified livestream account used to sell Colgate products in China<\/strong>. The visuals promoted the brand\u2019s 360\u00b0 Anti-Sensitivity Repair Toothpaste, showing tooth gaps narrowing, damaged enamel being replaced, and dental issues seemingly recovering. The message leaned heavily on scientific-sounding language, framing the effect as \u2018fluorapatite generation.\u2019 It even went as far as comparing it to biological regeneration seen in animals \u2013 think lizards and their tails.\u00a0\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"630\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/3755f7e71aefd1cbb61cdc7c6f971cf700108732-840x630-1.webp\" alt=\"colgate controversy\" class=\"wp-image-49309\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/3755f7e71aefd1cbb61cdc7c6f971cf700108732-840x630-1.webp 840w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/3755f7e71aefd1cbb61cdc7c6f971cf700108732-840x630-1-300x225.webp 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/3755f7e71aefd1cbb61cdc7c6f971cf700108732-840x630-1-768x576.webp 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/3755f7e71aefd1cbb61cdc7c6f971cf700108732-840x630-1-400x300.webp 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/3755f7e71aefd1cbb61cdc7c6f971cf700108732-840x630-1-800x600.webp 800w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><figcaption class=\"wp-element-caption\"><sub>Image: Weibo\/\u5934\u6761\u65b0\u95fb<\/sub><\/figcaption><\/figure>\n\n\n\n<p>Dental professionals were quick to push back. Fluoride, they noted, has long been used to strengthen enamel and slow decay, but it cannot regenerate teeth, alter tooth structure, or physically close gaps. China\u2019s National Medical Products Administration has also repeatedly clarified that toothpaste cannot legally claim functions such as cavity repair, gap filling, or stabilising loose teeth \u2013 placing the campaign on shaky regulatory ground.&nbsp;<\/p>\n\n\n\n<p><strong>The issue got even more bizarre when a blogger accused the brand of misusing his content.<\/strong> He claimed that footage he posted last year documenting a cosmetic dental procedure using veneers was edited and repurposed in Colgate\u2019s livestream. According to the blogger, the video was altered with an AI-generated voiceover and enhanced visuals, transforming a clinical treatment into supposed proof of toothpaste efficacy.\u00a0\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"460\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/002diGk7ly8i988wqy5sgj660l40he8c02.jpg\" alt=\"colgate controversy\" class=\"wp-image-49310\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/002diGk7ly8i988wqy5sgj660l40he8c02.jpg 690w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/002diGk7ly8i988wqy5sgj660l40he8c02-300x200.jpg 300w, https:\/\/daoinsights.com\/wp-content\/uploads\/2026\/01\/002diGk7ly8i988wqy5sgj660l40he8c02-400x267.jpg 400w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><figcaption class=\"wp-element-caption\"><sub>Image: Weibo\/\u5934\u6761\u65b0\u95fb<\/sub><\/figcaption><\/figure>\n\n\n\n<p><a href=\"https:\/\/jingdaily.com\/posts\/from-fluoride-to-fiction-colgate-s-china-marketing-backfires\" target=\"_blank\" rel=\"noreferrer noopener\">The livestream account involved is reportedly authorised by Colgate-Palmolive China<\/a>, rather than an impersonator channel. As of Chinese media\u2019s latest reports, no formal public response has been issued.\u00a0<\/p>\n\n\n\n<p>On Weibo, the hashtag discussing the Colgate controversy  drew more than 13 million views. The dominant tone was not fury, but disbelief. For many users, the episode underscored a broader shift: in China\u2019s hyper-accelerated livestream economy, legacy brand authority no longer guarantees trust. When visual storytelling races ahead of scientific reality, even household names can find their credibility eroding in real time.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colgate (\u9ad8\u9732\u6d01), surely one of the world\u2019s most recognisable oral-care brands, has been swept into a truly bizarre controversy after a livestream promotion appeared to suggest that the toothpaste could do the impossible: make teeth \u2018grow back\u2019 and close gaps.\u00a0\u00a0 The controversy centres on animated clips used by a verified livestream account used to sell [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":49308,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[74,62,28],"class_list":["post-49307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-digital-society","tag-news-marketing-branding","tag-platforms-weibo","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Colgate China sparks controversy over &#039;regenerating teeth&#039; claims<\/title>\n<meta name=\"description\" content=\"Colgate mires in controversy in China over a live-streamed claim that their toothpaste regenerates teeth. 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