高露洁牙膏称能让“牙缝填上”，是医学奇迹还是过度宣传

Core Viewpoint - Colgate's marketing campaign for its "360° Anti-Sensitivity Repair Toothpaste" suggests the product can "make gaps in teeth grow back," raising concerns about misleading advertising practices [1][5]. Marketing Strategy - Colgate has launched a series of promotional videos on short video platforms, emphasizing the ingredient "fluoroapatite" as a "natural biological glue" [1]. - The marketing strategy includes visually impactful animations that imply the toothpaste can repair gaps and regenerate teeth, despite lacking scientific backing [5][9]. Consumer Misleading Claims - A social media influencer claimed that Colgate used his video without permission to promote the toothpaste, misleading consumers about its effectiveness [3]. - Dental professionals have stated that while fluoride can aid in the remineralization of teeth, it does not fill gaps or regenerate tooth structure [4][8]. Regulatory Context - Current regulations classify toothpaste as a daily chemical product, not a medical device, limiting claims about its effectiveness [8]. - Advertisements must avoid suggesting medical benefits, focusing instead on cleaning and sensitivity reduction [8]. Industry Trends - The toothpaste industry is highly mature and competitive, leading brands to push the boundaries of advertising claims to stand out [10]. - The rise of short video platforms allows for more implicit advertising techniques, where brands can suggest benefits without direct claims [9][10].