Anti-fluoridation advertising deceptive

By Ken Perrott 24/04/2014


 Looks like the scientific fight-back against the misinformation coming from anti-fluoridation groups is having some success. This press release from the on-line Making Sense of Fluoride group.

The complaints and decisions can be found at:


Anti Fluoridation Advertisements Rejected by The Advertising Complaints Authority

Over the past week, the Advertising Complaints Authority (ASA) has upheld three complaints made against the anti fluoride group (Fluoride Action Network of NZ) FANNZ. The complaints involved several advertisements authorized by FANNZ and placed in the Kapiti News earlier this year. The newspaper that ran the advertisements, the Kapiti News stated that it had received many phone calls from agitated members of the public saying that the information provided by FANNZ was ‘wrong’.

After seeing these advertisements, Making Sense of Fluoride (MSOF) legal spokesperson, Christopher Atkinson contacted the ASA voicing his concern that they that were not factual and were likely to cause concern about the safety of community fluoridated water. Consequently, the ASA upheld Mr Atkinson’s complaints and ruled that the advertisements be removed.

MSoF warn the Kapiti Coast District Council that they are the latest Council to be targeted in a series of attacks from anti-fluoridation activists and urges the Council not take activists claims in face value.

Hamilton stopped fluoridating its water supply after pressure from anti fluoride activists in June last year. After a referendum was held, residents overwhelmingly voted for fluoridated water and the council backed down, reversing their decision.
It was only after the recent High Court case in Taranaki which affirmed the widely held view that community water fluoridation is a safe and effective public health measure and did not violate the Bill of Rights legislation, the Hamilton City Council voted to resume water fluoridation.

MSoF hope that Kapiti Coast District Council will not follow the Hamilton example and be pressured into decisions concerning public health by activists threatening legal action.

The online advocacy group Making Sense of Fluoride (MSoF) is a group of students, academics, medical professionals, and other concerned individuals advocating that this significant public health initiative either be maintained or introduced. They provide a forum to discuss all aspects surrounding this topic; fb.com/fluoridewater.

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