“牙齒磨薄了、牙縫變大了,用這款牙膏就能修復。”近日,因功效宣傳問題,俊小白陷入爭議。
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2025年12月中旬,山東大學齊魯醫(yī)院(青島)口腔科醫(yī)生王化淳在短視頻平臺發(fā)布視頻,質疑俊小白夸大宣傳。隨后,相關視頻刪除。
Junxiaobai, a Chinese toothpaste brand, is under regulatory investigation for allegedly exaggerating its functional claims, including promoting "enamel repair" and "tooth remineralization" beyond its officially approved effects.
enamel /??n?m(?)l/ 釉質
remineralization /?ri?m?n?r?la??ze??n/ 再礦化
The controversy began in mid-December 2025 after Wang Huachun, a dentist at Qilu Hospital of Shandong University (Qingdao), posted — and later removed — a video questioning the brand's marketing claims.
據(jù)青蜂俠消息,俊小白在網絡上以“修護牙釉質再礦化”為賣點,但國家藥監(jiān)局備案顯示,該款牙膏的功效宣稱僅為“抗牙本質敏感,清潔”。人體功效評價試驗簡述亦僅圍繞“抗敏感”展開,除產品名稱外,無任何“修護”“護釉”類描述。
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針對俊小白宣傳的“提高牙釉質硬度3.6倍”“修護牙釉質”等功效,上海市長寧區(qū)市場監(jiān)管局表示,已于2025年12月1日對其立案調查。
Junxiaobai has promoted its toothpaste as "repairing enamel through remineralization", but regulatory filings list its approved functions only as cleaning and relieving dentin hypersensitivity. Following claims such as "increasing enamel hardness by 3.6 times", Shanghai's Changning district market regulator opened an investigation on Dec 1, 2025.
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另據(jù)中國新聞周刊報道,2026年1月7日,俊小白品牌大使“小如老師”回應,俊小白所有產品均已完成合規(guī)備案,當職業(yè)投訴人發(fā)起投訴且品牌方未妥協(xié)時,案件會進入監(jiān)管部門的立案調查流程。
Brand ambassador "Teacher Xiaoru" said all products have completed compliance filings, adding that unresolved complaints are typically referred to regulators.
據(jù)了解,俊小白是近年興起的網紅牙膏品牌,一支凈含量100克的牙膏,定價在39.9元至69.9元。
俊小白宣傳的“牙齒再礦化”是什么?
牙齒再礦化,是俊小白宣傳的核心功效之一。北京一所三甲醫(yī)院的口腔醫(yī)學中心主任王智(化名)介紹,醫(yī)學上所說的“再礦化”,是防止牙齒病變進一步加重,而不是修復受損牙齒。當消費者聽到牙膏有“修復”作用,往往會被誤導。“靠刷牙解決牙齒松動甚至破損問題,是完全不可能的。”
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“再礦化是一個被廣泛使用的概念。”王智解釋,一些功效型牙膏的再礦化效果,是指牙齒表面輕微破損部位重新沉淀礦物質,這對牙齒組織具有一定保護作用,但僅限于牙齒表層,且只能在顯微鏡下觀察到。即使發(fā)生了再礦化,其結構也遠不如天然牙釉質堅硬,更不可能生成新的牙釉質。
At the center of the dispute is "tooth remineralization". Wang Zhi (pseudonym), director of a stomatology center at a Beijing hospital, said the term refers to slowing tooth decay rather than repairing damage, warning that brushing cannot fix structural problems. Any remineralization effect, he added, is superficial, microscopic, and far weaker than natural enamel.
stomatology /?st??m??t?l?ɡi/ 口腔學
microscopic /?ma?kr??sk?p?k/ 微小的
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王智介紹,目前,有充分醫(yī)學證據(jù)支持的牙膏功效主要有兩類:一是含氟牙膏可預防齲齒、促進再礦化;二是防酸牙膏有助于減輕牙本質敏感。除此之外的研究成果尚未被學術界廣泛認可。
多款牙膏宣傳效果曾引爭議
俊小白并非唯一在功效宣傳上引發(fā)爭議的牙膏品牌。
天眼查數(shù)據(jù)顯示,目前全國有2400多家牙膏相關企業(yè),其中近5%曾因違反《牙膏監(jiān)督管理辦法》或《中華人民共和國廣告法》等規(guī)定被行政處罰,常見問題包括商品用途表述不清等。
2025年11月,國產網紅牙膏品牌BOP因虛假宣傳,被上海市長寧區(qū)市場監(jiān)管局罰款4.8萬元。2026年1月13日,“高露潔牙膏稱能讓牙縫填上”的話題,也引發(fā)爭議。
Junxiaobai is not alone. Nearly 5 percent of China's 2,400 toothpaste-related companies have been penalized for misleading claims, with internet-famous brand BOP fined in 2025 and Colgate facing controversy in early 2026.
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2025年11月,國家藥監(jiān)局發(fā)布《牙膏分類目錄(征求意見稿)》,擬將牙膏功效限定為八大類。依據(jù)前述征求意見稿,前五類包括基礎清潔、防齲、抑制牙菌斑、抗牙本質敏感和減輕牙齦問題,其功效宣稱用語將被嚴格規(guī)范;后三類為去漬美白、抗牙石和減輕口臭,在用語表述上可適當調整。目前,該意見稿已完成公開征求意見。
王智預計,如果該目錄最終落地實施,將進一步規(guī)范牙膏行業(yè),壓縮功效宣傳“打擦邊球”的空間。
In November 2025, the National Medical Products Administration proposed limiting toothpaste claims to eight categories, with stricter wording controls for core functions. Wang said the move would help standardize the industry and curb exaggerated or borderline claims.
borderline /?b??d?la?n/ 臨界的
來源:中國青年報 中國新聞周刊 青蜂俠
跟著China Daily
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