Case

Colgate-Palmolive (UK)

In 2007 the UK advertising regulator concluded that a poster claiming that more than 80% of dentists recommend Colgate was misleading, because the survey let dentists name several brands and so did not show that Colgate was preferred over others (Cosmetics Business, 2007).

Industry
Consumer goods, oral care
Frameworks applied
Where numbers go wrong
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Frameworks applied

This case is read through the frameworks below.

  • Where numbers go wrongWhen a manager is handed a report or chart to base a decision on, what should they check in the data, its selection, presentation and interpretation before trusting it?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Cosmetics Business (2007) ASA don't recommend Colgate (17 January). Cosmetics Business.No DOIcosmeticsbusiness.comSource page