Complaints on Fluoride is a Neurotoxin Newspaper advert

Fluoride Free NZ Print – Complaint 18/291

I enclose a copy of correspondence received from seven people, concerning the above advertisement.

The relevant section in the Advertising Codes of Practice appears to be: Code of Ethics – Basic Principle 4, Rule 11, Rule 2, Rule 6;

I would appreciate your comments in regard to this complaint so that we may place the matter before the Complaints Board for consideration. May I please have your written response by 17-Sep-2018 and would you advise if your response is on behalf of any other parties.

Please note: If you choose to alter or remove your advertisement in response to this complaint, send a copy of the altered advertisement to the ASA or advise us of its removal before the date given for your response. The Chairman may consider the complaint settled if she is satisfied the action taken resolves the issue at the centre of the complaint.

We ask that you do not make any direct contact with the primary Complainant or any duplicate Complainants. Any matters you wish to address to the Complainants should be directed to this office in the first instance.

I have also written to The Dominion Post. Yours sincerely

ASA Senior Case Manager

Complaint

Advertiser: FFNZ Product/Service: Advocacy Ad Type: Print Ad Details: Dominion Post Newspaper

Complaint Details:

Basically the large text reading “Fluoride is a neurotoxin that lowers children’s IQ” is misleading and needless/dangerous fear-mongering.

Like all things poisonous, dosage is the most important factor in determining how poisonous a thing is. A thing which is beneficial at a low dosage may be poisonous at a large dosage.

The only point to an advertisement like this is to spread fear and distrust of our institutions. If there really was conclusive evidence of fluoride being dangerous then a submission of their studies to the relevant boards would be enough.

Name: Complainant Number 1

Complaint

Advertiser: Fluoride Free NZ Product/Service: Advocacy Ad Type: Print Ad Details: Dominion Post Newspaper

Complaint Details:

The add suggests that Fluroide is poisonous, and that that there is either uncertainty or concern in the medical community about the safety of Fluroide. Fluroide has been repeatedly been proven to have a positive impact on community health and one of the most cost effective ways for a government to do so.

Complainant Details

Name: Complainant Number 2

Complaint

Advertiser: Fluoride Free New Zealand Product/Service: Health and Beauty Ad Type: Print Ad Details: Dominion Post Newspaper

Complaint Details:

The claim that “Fluoride is a Neurotoxin that Reduces Children’s IQ” is completely unsubstantiated and has no scientific backing in the credible academic literature. Such a claim is likely to directly harm the most vulnerable in society, as fluoride has been extensively shown to be significantly beneficial in improving dental health, especially in children and low-income households.

Complainant Details

Name: Complainant Number 3

Complaint

Advertiser: Dominion Post Product/Service: Health and Beauty Ad Type: Print Ad Details: Dominion Post Newspaper

Complaint Details:

Hyperlink to subject advertisment

https://i.redd.it/dqt8h9nxyvj11.jpg

This is akin to “Fake News”, as such claims are completely unsubstantiated by the World Health Organisation, indeed there are global standards reccomending a level of flouride to be added to drinking water supplies.

I do not think that such dubious claims or experts should be placing adverts without a prominent disclaimer for their prejudice.

Complainant Details

Name: Complainant Number 4

Complaint

Advertiser: Flouride Free New Zealand Product/Service: Other Ad Type: Print Ad Details: Dominion Post Newspaper

Complaint Details:

Published on page 5 of the Dominion Post, 3 September 2018.

The ad advertises for a free seminar on the topic “Flouride is a Neurotoxin that Reduces Children’s IQ”. This heading is superimposed on a photo of a child drinking a glass of water. The implication of this photo, in the current context of the the attempt by various groups to protest flouridisation of New Zealand tap water, is that the flouridation of New Zealand water can and will reduce the IQ of children who drink it.

I have no particular expertise in the area, but my limited understanding is that the science would agree that:

a) flouride can be linked to the reduction of IQ in children; but that
b) notwithstanding any other concerns that could be raised with the research, the levels of flouride in NZ water do not pose serious concerns

I am of the view that the advert would be in breach of Rule 1(g) and 1(h) of the Code, and that the advert is misleading in terms of Rule 2(b).

Complainant Details

Name: Complainant Number 5

Complaint

Advertiser: Fluoride Free New Zealand Product/Service: Health and Beauty Ad Type: Print Ad Details: Dominion Post Newspaper

Complaint Details:

I believe that this ad from the Dominion Post on 3rd September 2018 contravenes principle 2: Truthful Presentation. The scaremongering claim at the top of the ad misleads consumers by exaggerating the neurological effects of fluoride on children.

While anyone consuming significant quantities of fluoride would indeed experience harm, as with concentrated doses of most chemicals, the amounts added to water and toothpaste are considered by most scientists to be harmless and framing fluoride as “hazardous waste” added to drinking water by “bad science and powerful politics” is misleading as well. The advice of most health and dental professions in NZ is that to prevent tooth decay we need fluoride added to water and toothpaste, and this is not due to a conspiracy for disposing of toxic waste but backed by scientific/medical consensus (see following links). https://www.fluoridefacts.govt.nz/node/24#orgsendorse/ https://healthcentral.nz/fluoride-in-drinking-water-improves-public-health-not-worsens-it-saysdental-association/ https://www.health.govt.nz/our-work/preventative-health-wellness/fluoride-and-oral-health.

A lack of naturally occurring fluoride in NZ water is a public health issue that leads to dental issues, especially in children. Using fear to spread a counter-scientific message that fluoride is dangerous to children could result in a significant cost to public health if readers are unduly frightened by this hyperbolic claim.

While fluoride is a contentious issue and the speakers listed do have a right to hold and advertise their meeting despite the medical community’s disagreement with their claims, it is misleading to make a blanket claim designed to scare readers into thinking their children’s IQ is being lowered by fluoridated water and that fluoride is a public health risk when the facts reflect the opposite of this.

Many thanks for your time.

Complainant Details

Name: Complainant Number 6

After doing a lot of research due to feeling ill and wanting to live a cleaner lifestyle. I was disgusted to learn fluoride which has been promoted for heathly teeth is a well known toxin. And this toxin is been put in our water.

It doesn’t matter if the dose in our water is low. It is a poison!
No level of poison is safe. So while I can buy a distiller to help minimize the effects of fluoride i’m drinking ( and yes i feel better, since doing this)

We are not just putting this poison in our mouths, and in our childrens mouths. We are drinking it, we are bathing in it, we wash our food in it and we don’t have a choice, this is appauling.

It’s known to damage the thyroid. It’s known to damage bones.
Its known to cause stomach problems. It’s known to increase the risk of cancer.
Floride is a key componant in rat poison and some insecticides.

This needs to stop. If individuals want flouride for their teeth, it can be their choice. But don’t poison the rest of NZ with this toxic chemical.

If trends are anything to go by, you will notice an influx in kiwis looking for more natural products including a fluoride free toothpaste. So why would we want this in our water which we use for so much. Please stop poisoning us.

Claire Newell, Auckland