Controversies

Lengsuanling ‘Yiyan’ toothpaste accused of overstating efficacy in livestreams

In 2024, Lengsuanling’s “Yiyan” repair toothpaste was accused in livestreams and short videos of implying it could repair cavities, gum recession and other conditions, in a suspected breach of the permitted scope of toothpaste efficacy claims; whether the “Yiyan” trademark constitutes a medicalized implication also sparked controversy. In 2022, a distributor was fined RMB20,000 for claiming that Lengsuanling children’s toothpaste was “edible and swallowable.” Dengkang Oral Care said it had revised its scripts and that “Yiyan” is a registered trademark with a clinical evaluation report; no administrative penalty against the brand owner has been seen.