你的牙膏在欺骗你吗？

讨论让世界持续运转。

Discussion keeps the world turning.

这是圆桌论坛。

This is Roundtable.

您正在收听圆桌论坛。

You're listening to Roundtable.

今天我是史蒂夫，和玉山、玉欣一起。

I'm Steve today with Yushan and Yushin.

接下来，如果你的牙膏真的能重新长出牙齿，或者填补蛀洞呢？

Coming up, what if your toothpaste could actually regrow your teeth or maybe fill your cavities?

一些品牌声称他们能做到，把我们的浴室柜变成了微型牙科诊所。

Brands are claiming they can, turning our bathroom cabinets into mini dental clinics.

但这些说法有多少是真实的，又有多少只是精明的营销手段？

But how much of it is real and how much is just slick marketing?

在你下次刷牙之前，我们会厘清事实与华丽的泡沫。

We'll separate the fact from the flashy foam before your next brush.

我们的播客听众可以在苹果播客上搜索 Roundtable China 找到我们。

Our podcast listeners can find us at Roundtable China on Apple Podcast.

别忘了，我们非常期待听到你的声音。

Don't forget, we love to hear your voice.

欢迎向我们发送语音留言。

Send your voice notes our way.

Roundtable 播客邮箱：qq.com。

Roundtable Podcast at q q dot com.

再次提醒，Roundtable 播客邮箱：qq.com。

Once again, Roundtable Podcast at qq.com.

现在，来说说牙膏。

And now, toothpaste.

你每天都用它。

You use it every day.

实际上，你每天会用好几次。

Actually, you use it every day multiple times a day.

但这是那种我们几乎从不思考的事情，直到你意识到它的一些承诺已经变得多么庞大。

But it's one of those things that we barely ever think about until you realize how big some of its promises have become.

最近在中国，承诺与现实之间的差距正演变成真正的争议。

Lately in China, the gap between promise and reality is turning into real controversy.

从所谓的牙龈创可贴，到声称能再生牙齿或填补蛀洞的牙膏，营销炒作已经失控。

From so called gum band aids to toothpaste that claims it can regrow teeth or fill in your cavities, the marketing hype has gotten out of control.

但让我们来面对现实。

But here's the reality check.

许多这些所谓的医疗、金融或功能奇迹，可能仅仅只是表面的保护。

Many of these miracle medical and financial or functional claims may amount to little more than surface level protection.

随着国家监管机构开始介入未经验证的宣传和花哨的七天美白谎言，现在是时候抛开网红广告，仔细看看究竟发生了什么。

As national regulations move in on unverified filings and flashy seven day whitening myths, it's time to have a closer look past the influencer advertisements and find out what's actually going on.

这里到底发生了什么？

What is actually going on here?

牙膏因其清洁牙齿的功效而获得好评。

Toothpaste, it gets a good name for cleaning our teeth.

它常常因为所作的宣称而在国际上获得负面评价。

It gets a bad name often internationally sometimes too for the claims that it makes.

是的。

Yeah.

而在中国，今年一月，一家中国牙膏品牌因夸大其功能宣称而引发争议，并正在接受监管调查。

And what's going on here in China is that this January, just not long ago, one Chinese toothpaste brand attracted controversy and is under regulatory investigation for exaggerating its functional claim.

该品牌宣传其牙膏能通过再矿化修复牙釉质，我们稍后会解释什么是再矿化，以及为什么这可能是个问题。

So the brand has promoted its toothpaste as repairing enamel through remineralization, which we'll explain later what that is and why that could be a problem.

基本上，该公司的监管申报材料中列出的获批功能仅限于清洁和缓解牙本质敏感，而这一说法引发了消费者投诉，人们质疑：‘你们在社交媒体上宣传得这么夸张。’

Basically, regulatory filings from the company list its approved functions only as cleaning and relieving dentin dental hypersensitivity, which had attracted customer complaints, people were just questioning, oh, you sold yourself so flamboyantly on social media.

但事实是，你们产品的申报内容与实际营销方式完全不符。

But the truth is the filing for your product is not matching all the way with how you're selling it.

而这个特定品牌非常受欢迎。

And this this particular brand is very popular.

截至今年一月，这款牙膏在抖音平台上单一产品的累计销量已超过750万件。

As of this January, this toothpaste has already racked up more than 7,500,000 units in cumulative sales for a single product primarily on Douyen.

所以它的定价其实不算特别高，但根据你购买的产品不同，也可能比较高。

So it it's priced not really that high, but it can be high depending on the product you're buying.

价格大约在40元到70元之间。

So it ranges from about 40 yuan to 70 yuan.

这大约相当于5到10美元。

That's roughly 5 to 10 US dollars.

10美元对于牙膏来说太贵了。

$10 is expensive for Tuesdays.

完全没错。

Totally.

它在细分品类中迅速攀升至前列，主要得益于社交媒体平台上的流量营销。

And it has surged among the top of its niche category, driven largely by the traffic field marketing on social media platforms.

目前这正在接受调查。

This is under investigation now.

我们应该说，据称是这样。是的。

We should say allegedly Yes.

夸大他们的主张。

Exaggerating their claims.

好的。

Alright.

根据这些主张，这个特定品牌声称能将牙釉质硬度提高3.6倍，正是在那之后，上海某区市场监管部门启动了调查。

So following the claims, one of the claims on this particular brand, it increases your enamel hardness by 3.6 times, and it was after that that Shanghai's district market regulator or one of them opened an investigation.

这项调查是在去年12月开始的，我想。

That investigation started in the December, I think.

嗯。

Mhmm.

是的。

Yes.

该品牌回应称，其所有产品均已完成合规备案，并指出未解决的投诉通常会转交监管部门。

The brand responded that all of their products have completed compliance filings, adding that unresolved complaints are typically referred to regulators.

到目前为止，还没有关于调查结果的最新消息。

So far, there hasn't been, like, fresher news on the result of the investigation.

截至一月下旬，这款牙膏产品又引发了争议，但仍通过品牌的社交媒体、直播或视频平台销售。

And as of late January, the toothpaste product attracted also controversy, is still sold via the brand's social media or streaming or video streaming platforms.

所以我们还没有看到明确的结果，但这件事确实引起了公众和监管机构对某些我们认为早已熟知、实则未必了解透彻的事物的关注。

So we haven't really seen an outcome yet, but this had indeed brought people and also regulators' attention onto just something that we thought we know too well, but perhaps not that well.

误导性声明。

Misleading claims.

是的。

Yeah.

我刚才说的是牙膏广告中的误导性内容。

Misleading I'm went over advertisement on toothpaste.

我们终于说到牙膏了？

Have we finally arrived at toothpaste now?

因为过去广告法确实出台过新规，例如禁止使用‘最佳’或‘神秘高科技’等模糊或误导性术语。

Because, you know, in the past, the advertising law did, like, rule out new rules, for example, banning vague or misleading terms like the best or the mysterious high technology that you cannot use them.

但这些规定似乎主要针对电子产品等品类。

But those rules seem to mostly target some products like electronic products.

哦，是的。

Oh, yeah.

但现在是牙膏。

But now toothpaste.

牙膏。

Toothpaste.

有些东西总能蒙混过关。

Some always get a pass.

我知道，我见过那种广告，说刷完牙就变白之类的。

Know, I've seen advertisement like whitening once you brushed it or something.

我们其实都知道这不可能是真的，但还是被这种广告吸引了。

The it we kind of know that it it cannot be true, but we just got attracted by these kind of advertising.

嗯，这正是问题所在，不是吗？

Well, and that's the issue, isn't it?

肖恩，你之前用的那个词是什么？

What was the word that you used before you, Sean?

牙齿再矿化？

Tooth remineralization?

嗯。

Mhmm.

是的。

Yeah.

在西方牙科文化中也有提到这个。

They talk about this in in Western dental culture as well.

这到底是什么？

What exactly is that?

这是减缓牙齿腐烂，对吧？

That's slowing down your tooth decay, right?

对。

Yeah.

这指的是减缓牙齿腐烂的过程，而不是在老化时修复损伤。

That refers to the process of slowing tooth decay instead of repairing damage as it ages.

专家警告说，仅仅刷牙无法解决牙齿老化这样的结构性问题，任何再矿化效果都只是表面的。

And experts warn that merely brushing teeth cannot fix such a structural problem such as our aging teeth and any remineralization effect is only superficial.

因此，所谓的再矿化是指阻止牙齿损伤、防止牙齿状况恶化，这一点由北京一家顶级医院诊所的王主任解释过。

So what's known as remineralization is about stopping dental damage, stopping your teeth from getting worse, and it's this is explained by director Wang of a clinic center of a top tier class a hospital here in Beijing.

他在《中国日报》最近的一篇报道中提到，当消费者听到牙膏能修复牙齿的说法时，往往被误导了；仅靠刷牙就能修复松动或破损的牙齿，这完全是不可能的——这是王医生的原话。

So he mentions in one of the recent reports from China Daily that when the consumers hear claims of how toothpaste are able to repair teeth, they're often we're often being misled and sobbing loose or broken teeth simply by brushing is something completely impossible as quoting from doctor Wong.

这个术语——再矿化——被频繁使用。

And that term gets used quite a bit, remineralization.

嗯。

Mhmm.

这也是一个问题。

So that's an issue as well.

是的。

Yeah.

关键在于人们被误导了。

It's about being misled.

我还有一个例子，稍后想分享一下，这个例子也涉及到这个问题，而且也和牙膏有关。

And I have an example I wanna share in a little while that kinda speaks to that issue too, and it's it's related to toothpaste as well.

好的。

Okay.

所以如果再矿化是个问题，牙膏并不能实现它所声称的效果。

So then if remineralization is a problem, It doesn't do what it claims it can do, the toothpaste.

那么，这背后究竟有什么样的科学依据呢？

What kind of science is actually behind this then?

实际上，牙膏确实能提供一定程度的保护，但这种保护仅限于牙齿最外层，而且通常只有在显微镜下才能看到。

Well, actually, it do offer a certain level of protection, but it's very limited to the outermost layer of our of our teeth, and it's usually only visible under a microscope.

所以所以所以所以

So so so so

好的。

Okay.

是史蒂夫先说。

It's Steve first.

史蒂夫先说。

Steve first.

它的主张并不完全错误。

It's it's not completely false in its claim.

对吧？

Right?

我现在就来解释为什么会有误导。

And I'll get to the misled part right now.

嗯。

Mhmm.

这就是为什么它会对消费者产生误导。

This is why it's misleading to consumers.

他们做出这类声称，比如修复损伤之类。

They make these types of claims like repair damage or something like that.

但如果你在显微镜下观察，会发现只有约0.00001%的牙齿部分真的被修复了。

But if you look under a microscope, you can see, like, 0.00001% of your tooth actually oh, that part is repaired.

但这关乎营销。

But it's about the marketing.

它误导人们以为你的所有牙齿都会完全恢复到你17岁时的状态，或者

It's it's misleading people into thinking all your teeth are going to be completely back to the way they were when you were 17 years old or

类似这样的情况。

something like that.

或者这些牙膏中的成分，当然可以具有功能性的效果，有助于修复或再矿化你的牙齿。

Or the elements in these kind of toothpaste, of course, they can be functional or they can be useful for repairing or remineralize your teeth.

但问题是，想想你把牙膏涂在牙齿上能持续多久，而且你还得刷完然后吐掉。

But the thing is that imagine how long we use that toothpaste to be applied on your teeth, and also you need to, like, ring and and and spit them out.

对吧？

Right?

它们不会在你的牙齿上停留很长时间。

They they will not stay on your teeth for very, very long.

你可能只能停留两分钟左右。

You probably will stay on, like, two minutes.

是的

Yeah.

麦克斯

Max.

是的

Yeah.

这就是关键。

So that's the thing.

如果我们不讨论使用量和使用时间，那就不仅仅是我们在讨论的那样了

If it we don't talk about the amount, the time that you use it, it's not just the fact that we were talking about

它。

it.

是的

Yeah.

没人刷完牙后会不漱口，然后在街上走四个小时。

Nobody brushes their teeth and then walks around town for four hours without rinsing out your mouth.

只是为了理解这可能对消费者和普通人产生多大的影响。

And just to understand just how big of an impact it it might have on consumer and just normal people.

我实际上与北京中信康口腔诊所的创始人王英歌医生进行了交谈，他帮助我解释了过度宣传牙膏功效可能带来的潜在危害。

I actually talked with doctor Wang Yingge, the founder of Beijing Zhong Xin Kang Dental Clinic, who helps me to explain just what are the potential harms of overpromoting toothpaste claims effects.

这种过度炒作的广告确实会伤害消费者。

Overhyped advertising like this can genuinely harm consumers.

我们都清楚，口腔疾病是慢性且进行性的。

We all know that dental diseases are chronic and progressive.

它们会随着时间的推移逐渐恶化。

They worsen gradually over time.

当牙膏宣传承诺了其无法实现的效果时，可能会延误正规治疗。

When toothpaste claims promise more than they can deliver, they can delay proper treatment.

一个小蛀牙可能发展成更深的蛀牙，甚至波及牙神经，需要进行根管治疗。

A minor cavity can progress into a deeper one, even reaching the nerve and requiring root canal treatment.

轻度牙周病也可能进展为中度或重度牙周炎，而这是不可逆的。

Mild periodontal disease can also advance into moderate or severe periodontitis, which is irreversible.

这些是严重的后果。

These are serious consequences.

因此，我的行动呼吁是：保持警惕，不要轻易被夸大其词的直播销售话术所左右。

So here's my call to action: stay alert and don't be too easily swayed by exaggerated livestream sales pitches.

如果你真的有牙科问题，最好的选择是能够真正帮助你的牙医。

If you truly have a dental problem, the best choice is a dentist who can actually help.

是的。

Yeah.

好。

Good.

是的。

Yeah.

没错。

Exactly.

但对我们很多人来说，情况不就是这样吗？

But here's the thing with a lot of us, isn't it?

当我们有牙病时，总是试图自己解决，只有实在拖不下去、疼得受不了时才去看牙医。

When we have dental issues, we just try to fix it ourselves and only go to the dentist when it cannot be delayed anymore, to a point that we can't bear it anymore.

我看到身边很多人，包括我自己，有时就是害怕坐在那张椅子上，接受检查。

I see so many people around me, even me, myself included, sometimes, just afraid of sitting on that chair, you know, being examined.

我对此感到非常害怕。

I'm terrified of it.

我完全理解这种感受。

I totally understand that.

他们会在你嘴上盖一张纸。

They put that paper over your mouth.

嗯。

Mhmm.

是的。

Yeah.

你什么都看不见，他们还强行掰开你的嘴。

So you can't see anything and they force your mouth open.

这对我来说确实有点创伤性。

It's actually kind of a traumatic thing for me.

对很多人来说，这并不仅仅是我说的那一个品牌的问题。

For a lot of people, And this is not really the only case, the the one brand I mentioned earlier.

除了牙膏之外，还有其他一些常见问题，比如对产品用途的描述模糊或不清晰。

There are other common issues that can come with complaints regarding toothpaste including vague or unclear description of a product's intended use.

例如，去年十一月，另一款国内在线销量最高的牙膏品牌因虚假广告被上海市长宁区市场监管局罚款48,000元。

For example, in November, another domestic online best best seller toothpaste brand was fined 48,000 yuan by the same bureau, the Shanghai's Changling District market regulator for false advertising.

此外，还有许多其他类似案例。

And also, there are many other cases too.

许多品牌会在广告中使用吸引眼球的关键词和图片，声称能在28天内从根部修复牙齿，或宣传使用他们的产品能让幼儿长出新牙，诸如此类的说法。

So many brands would use eye catching keywords and image in their advertisements to draw in attention and say that you can repair your teeth from the root within twenty eight days or promote tooth growth in young children by using our products, stuff like that.

所以，是的，这些情况——我不想这么说，但显然确实有品牌在这么做。

So, yeah, these are I I would hate to say this, but apparently there are brand brands doing this.

我觉得这背后有一些原因，我认为这里有两点在起作用。

I think it has something to do well, I think there's two things at play here.

第一，从企业的角度来看，牙膏行业竞争非常激烈。

One, from the business's point of view, the toothpaste industry is very competitive.

嗯。

Mhmm.

品牌很多，我认为可以这么说，消费者其实并不清楚牙膏A、B和C之间的区别。

There's a lot of brands, and the consumer, I think it's safe to say, doesn't really know what's the difference between toothpaste a, b, and c.

你觉得这个说法公允吗？

Do you think that's a fair statement?

我觉得是的。

I think so.

对吧？

Right?

如果你不同意的话，玉山。

If the Yushan, you're disagreeing.

不。

No.

哦，我还以为你刚才在摇头呢。

Oh, I thought you were kinda shaking your head.

所以如果消费者根本看不出牙膏A、B、C之间的明显区别，他们也就没有什么特别的偏好。

So if the consumer doesn't really see a clear difference between toothpaste a, b, and c, then they don't really have any particular preference.

所以

So

在一个竞争激烈、消费者对各品牌没有明显偏好的行业里，牙膏制造商必须尽其所能来与对手区分开来。

in a very competitive industry where the consumer doesn't have one particular preference over the other, toothpaste makers need to do what they can to differentiate themselves

对。

Right.

从竞争对手中脱颖而出。

From their competitors.

这正是我想表达的观点。

That's my point here.

是的，我觉得另一点是我们刚才提到的，人们天然会害怕去牙科医院。

Yeah, and I think another thing is that what we just mentioned, that people will have that kind of natural fear of going to dental hospitals.

就因为这种恐惧，而且大多数时候，预约看牙、接受牙齿治疗，甚至只是口腔护理，费用都相对较高。

And just because of that fear, and most of the time, know, making an appointment or having a treatment on your teeth or even just in your mouth can be quite relatively expensive.

因此，人们可能会试图寻找一种更便宜的方式，来让牙齿更白或更好看。

And that's when people may try to find a much affordable way to maybe get a whiter teeth or a better

补一下我牙齿上的洞。

Fix up a hole in my teeth.

这是一种产品，对吧？

It's one of those products, isn't it?

至少对我来说，我是这样看待牙膏的。

Where or at least for me, this is how I feel about toothpaste.

如果看到价格更高，比如你之前说的69元，我就觉得它对我的口腔内部有更好的效果，是的。

If I see a higher price tag, $10, like you said before, 69 yuan, I'm assuming it's doing something better for the inside of my mouth Yeah.

比那种99美分的牙膏更好。

Than something that costs 99¢.

所以我可能更倾向于选择价格更高的那种。

So I I probably want the higher price tag one.

嗯。

Mhmm.

我想说的另一个观点是关于这个行业的竞争性。

The other point that I wanted to make, one was about the competitiveness of the industry.

我想说的另一个观点是，这是市面上众多产品之一。

The other point that I wanted to make is that this is one of the products out there.

好的。

Okay.

让我这么说吧。

Let me say it like this.

如果一种功能饮料声称对心脏健康有益，我会对此持怀疑态度；但当牙膏声称能让牙齿更白或再矿化，即使我并不真正理解这意味着什么，我却更可能相信它的说法。

If an energy drink makes a claim about being good for my heart health, I'm gonna look at that and think, I'm gonna be speculative When about a toothpaste claims it can make my teeth whiter or remineralize my tooth even though I don't really understand what that means, I'm more likely to believe what it's telling me.

是的。

Yes.

这就是这里存在的误导性危险。

And that's the misleading danger here.

当我们谈论牙膏时，健康警示的门槛似乎 somehow 更低了。

The health notification threshold seems to be lower somehow when we talk about toothpaste.

我闯入了什么？

What did I break into?

再见，没什么。

See you Nothing.

到

To

这让我想起了人们可能持有的一种其他心态，我以前也有过：如果这种牙膏含有对牙齿有益的添加剂，即使我的牙齿没有任何问题。

That just reminded me of that another mindset of people may have and also I had before is that, okay, if this kind of toothpaste, they have that additive functions for my teeth even though I have nothing wrong with my teeth.

嗯。

Mhmm.

但有了这些新功能，我可能会想试试，因为它们对我的牙齿没有任何伤害。

But with these new functions, I may I I would like to try that because that's just they pay no harm on my teeth.

是的。

Yeah.

是的。

Yeah.

对。

Yeah.

但它真的能实现它所宣称的功能吗？

But is it doing what it says it can do?

现在我想举个例子。

And this is I wanna give the example now.

这是来自一家叫高露洁的公司，一家牙膏制造商高露洁。

This is from the the company called Colgate, toothpaste maker Colgate.

几年前，我不确定是两年、三年还是四年以前，我想是在美国，他们当时面临一起诉讼。

A few years ago, I don't know if two, three, four years ago, I think it was in The United States, they were facing case against them.

这是一起集体诉讼，焦点是他们的可回收牙膏管。

It was a class action lawsuit, and it was all about their recyclable toothpaste tube.

当时高露洁承认了这一点，顺便说一下，他们称其为全球首款可回收牙膏管。

Now Colgate acknowledged at the time they called it by the way, they called it a first of its kind recyclable tube.

这就是他们向人们宣传的方式。

That's how it was advertised to people.

当时，高露洁承认，要实现管身的回收成功，需要货架上有足够数量符合回收标准的管身。

Now Colgate at the time acknowledged that the tube recycling success would require a critical mass of tubes on shelves that meet recycling standards.

等等。

Wait.

那是什么意思？

What does that mean?

好吧。

Okay.

因此，诉讼的原告们表示，他们购买这种牙膏时，以为用完后可以直接像回收矿泉水瓶一样，把管身扔在家门口的回收箱里。

So the lawsuit's plaintiffs, they reported purchasing the toothpaste thinking that they could recycle the tubes just outside their house just like you recycle a bottle of water when you're finished with it.

他们说，如果我们知道真相，就不会购买这种牙膏了。

They said if we had known the truth, we wouldn't have purchased the toothpaste.

我们是因为高露洁宣传的‘可回收’信息才购买的。

We bought it based on that recyclable message that Colgate told us.

事实上，这个管子确实是可回收的。

Now the truth is, yes, the tube is recyclable.

但问题就在这里。

But here's the problem.

加利福尼亚的市政回收项目并不接受牙膏管进行回收。

The municipal recycling programs in California didn't accept the toothpaste tube to be recycled.

看出这个小小的漏洞了吗？

See the loop the little tiny loophole here?

这就是误导之处。

This is where it's misleading.

是的。

Yeah.

我今天早上之前还不知道这一点。

It's so I didn't know this before this morning.

牙膏管 notoriously 难以回收。

Toothpaste tubes are notoriously difficult to recycle.

嗯嗯。

Mhmm.

里面有很多不同的层和多种化学物质与塑料，因为你需要防止它受潮，同时还要保持柔软。

There's a lot of different layers and a lot of different chemicals and plastics inside because you have to keep it fresh from moisture and things like that, but also they need to be squishy.

嗯嗯。

Mhmm.

对吧？

Right?

它们必须具有可塑性。

You have to they have to be pliable.

所以实际上几乎无法回收。

So it's really almost impossible to recycle.

所以当高露洁说这是一个可回收的管子时，这是误导性的。

So the issue there was when Colgate said this is a recyclable tube, it was misleading.

人们以为可以轻松处理它。

People thought they could take care of it simply.

我之所以提到这一点，是因为我认为我们这里讨论的正是这个问题。

And the reason I wanted to bring that up is I think that's what we're talking about here.

这些说法并不总是完全虚假的。

It's not that these claims are always entirely false.

只是它们让顾客产生了并非完全真实的认知。

It's just they're making the customer think something that isn't entirely true.

对我们消费者来说，我们只需要知道这个产品有什么作用。

And indeed, for us customers, we just need to know what this product does.

我认为关键在于，牙膏是一种清洁工具。

And the bottom line here, I think, is that toothpaste is a cleaning tool.

它不是医疗手段，也无法与任何神奇的修复效果相提并论，你不能简单地相信这些宣传。

It's not a medical treatment, and it can't compare to any miracle repair or you just can't simply buy into it.

而且，王医生也同意这一点。

And also, this is agreed by doctor Wang too.

他还给了我一些关于消费者如何选择牙膏产品的建议，以及他自己的一个小贴士。

And also, he gave he gives some he gave me some tips on just how consumers can choose toothpaste products and also a tip from himself.

让我们听听看。

Let's hear that.

牙膏的定义很简单。

The definition of toothpaste is straightforward.

它是一种通过摩擦清洁牙齿表面的膏状物。

It's a paste designed to clean the surface of your teeth through friction.

但如今广告无处不在，所谓神奇功效的宣传泛滥成灾。

But today advertising is everywhere and the flood of so called miracle claims to be overwhelming.

选择牙膏时，像去渍、防蛀、抗菌或抗敏感这样的标签通常是可靠的选择。

When choosing toothpaste, labels like stain removal, cavity prevention, antibacterial or antisensitivity are generally safe choices.

这些功能已经得到科学认可，因此品牌才会自信地将这些关键词印在包装上。

These functions are already scientifically recognized, which is why brands confidently print those keywords on the packaging.

不过，如果你正面临蛀牙、牙齿松动、疼痛或牙龈红肿出血等问题，市面上没有任何牙膏能真正解决这些问题。

That said, if you are dealing with cavities, loose teeth, pain or red, swollen, bleeding gums, no toothpaste on the market can truly solve those problems.

到了这个时候，真正该决定的不是买哪款牙膏，而是该去看哪位牙医。

At that point, the real decision isn't which toothpaste to buy, it's which dentist to see.

最终，正确的刷牙技巧和良好的口腔卫生习惯远比牙膏本身更重要。

In the end, proper brushing techniques and good oral hygiene habits matter far more than the toothpaste itself.

没必要追求昂贵的产品。

There's no need to chase expensive options.

只需选择你喜欢的口味和质地，让刷牙变成一件你真正期待的事情。

Just choose a flavor and texture you enjoy and make brushing something you actually look forward to.

是的，牙医的建议就是去看牙医。

Yeah, the dentist advice is see a dentist.

这总是建议的内容，医生也总说要看医生。

That's what the advice always is and doctors always say see a doctor.

医生总是说别上网搜索医疗建议。

Doctors always say don't go on the Internet and search for medical advice.

当你觉得身体出了问题时，就去看医生。

When you think something is wrong with your body, go to a doctor.

但某种程度上，我认为这是对的，因为在网上你总是得到类似的回答：哦，你可能得了癌症，或者

But in some ways, I think that's correct because online you always get similar answers of, Oh, you're potentially getting cancer or

哦，是的，我头疼。

Oh something yeah, I have a headache.

哦，你肯定快不行了。

Oh, you must be dying.

所以当牙医说，如果你嘴里有什么不对劲，感觉哪里不对，就去看牙医，这很有道理。

So it makes sense when the dentist say, If you have something wrong inside your mouth and you feel like something something's wrong, go to a dentist.

没有神奇的疗法。

There's no magical cure

嗯。

Mhmm.

在B站或抖音上卖的那些东西，不可能解决你的严重牙科问题。

For sale on Bilibili or Douyen or whatever that's gonna fix your serious dental issue.

但人们就是做不到这一点。

But people just cannot obey that.

因为之前玉山说过的话。

Because of what Yushan said before.

没人喜欢去看牙医。

Nobody likes going to the dentist.

我们想自己花69元解决这个问题。

We're looking to fix the problem ourselves for 69 yuan.

哦，天哪。

Oh, jeez.

但最终，在2025年11月，我国确实出台了国家规定，国家药品监督管理局提议将牙膏的宣传宣称限制在八个类别内，包括抗敏感、牙龈问题等，这为品牌在广告中如何表述设定了明确的界限。

But eventually, back in November 2025, that is, we do have national regulations where the National Medical Products Administration proposed limiting toothpaste claims to eight categories that involves sensitivity relief, gum problems, and and and that's kind of giving a threshold, a a line for brands to how how to put their awarding in advertisement.

所以，正如我之前提到的，这引起了监管机构对市场和整个行业的关注，要求他们认真审视自己的产品宣传以及产品实际的功效。

So this like I mentioned earlier, is put in the regulator's attention to for the markets too and for the entire industry to really pay attention to how they're selling their product and and, of course, what their products really do.

是的。

Yeah.

我的意思是，这确实需要监管。

I mean, it needs to be regulated.

这一点毫无疑问。

There's no question about that.

对。

Right.

我理解我之前提到的观点。

I do understand the point that I made before.

我理解这种压力。

I understand the pressure

嗯。

Mhmm.

来自这些牙膏公司市场部门的压力。

From the marketing departments of these toothpaste companies.

我们该怎么竞争？

How do we how do we compete?

中国有将近2400家与牙膏相关的企业，其中近5%曾因误导性宣传受到处罚。

There are 2,400 almost 2,400 toothpaste related companies in China, and nearly 5% of those 2,400 companies have been penalized for misleading claims.

这就是为什么需要监管，因为如果不监管，它们就会不断突破底线，相互竞争。

This is why it needs to be regulated because if you don't regulate it, then they're gonna keep pushing the bar further and further and further to try to compete with each other.

更好之处在于，不仅品牌方，作为日常消费者、曾经盲目相信广告内容的我们，如今在购买前对牙膏的实际功效有了更清晰的认识。

It's better that not only the brands, but also us, day to day consumers who used to believe in whatever we see in the advertisements, we have a clearer understanding of what toothpaste can do eventually before we buy.

我喜欢我的牙膏有多种颜色的条纹。

I like it when my toothpaste has multiple colors of lines.

嗯。

Mhmm.

我不知道为什么，但这种设计让我觉得里面成分更多样。

I don't know why, but that makes me feel like there are more players.

是的。

Yeah.

你也是用手指挤牙膏吗？

Do you pulp it with your finger too?

我只是对这一点感到印象深刻。

I'm just I'm impressed by that.

我甚至都不知道那是什么。

I don't even know what it is.

网上有一些实验表明，无论你如何挤压牙膏，品牌都会据此推出不同的方式。

There's been experiments online showing that whenever you how you squeeze your toothpaste, they will come up with different hows.

哦，

Oh,

真的吗？

really?

太棒了。

Awesome.

很多花样。

A lot of play.

好了。

Alright.

今天讨论会就到这里。

That's it for today's roundtable.

感谢你们今天抽出时间与我们分享。

Thanks for, sharing your time with us, today.

我是史蒂夫，代表玉新和玉新。

For Yushin and Yushin, I'm Steve.

希望你们喜欢这期节目，期待下次再回来。

Hope you enjoyed the show, and we hope you come back next time.