Toothpaste giant Colgate was today banned by advertising watchdogs from getting dentists to recommend its products.

The Advertising Standards Authority outlawed the firm's well-known slogan: "More than 80% of dentists recommend Colgate."

They said it breached rules which stop health professionals plugging certain products.

Colgate's claim was also said to be misleading as dentists surveyed were allowed to recommend more than one product.

The ASA probe followed a complaint from a member of the public.

The complainant said the advertising slogan on posters misleadingly implied that dentists recommended Colgate over all other toothpastes.

In a further setback for the toothpaste brand, the watchdog also challenged whether the same claim misleadingly implied professional endorsement of the product by dentists.

A spokesman for Colgate-Palmolive said the firm did not believe the claim was misleading.