Slechte adem? CB12 is geen wondermiddel

12 mei 2012

Producenten van receptvrije geneesmiddelen zijn gek op klachten die de consument onzeker maken. Aanhoudende onzekerheid biedt namenlijk geweldige mogelijkheden voor de marketing van hun middeltjes. De uitdaging is simpel: maak zoveel mogelijk mensen onzeker.

Het Zweedse Meda OTC prijst zijn product CB12 in de reclamespot aan als een zeer effectieve bestrijder van mondgeur. De spot begint met voorbeelden van jonge, aantrekkelijke mensen die ondanks hun plezierige uiterlijk vreselijk uit hun mond ruiken. In één geval gaat een bos bloemen zelfs slap hangen zodra de adem van een glimlachend meisje erover heen strijkt. Boodschap: je kunt er nog zo leuk uitzien, maar zonder frisse adem wordt het allemaal niets.

Gele damp
Dan volgt een animatie van een puntgaaf gebit, waarbij gele dampen van de kiezen opstijgen. Die kleur is niet zomaar gekozen, want slechte adem wordt veroorzaakt door bacteriën die zwaveldampen uitstoten en zwavel is geel.  Dan verschijnt er een golf CB12 in de mond en de gele dampen verdwijnen als sneeuw voor de zon. De stelling is:  CB12 voorkomt en behandelt slechte adem effectief, door de zwavelgassen aan te pakken. Het werkt volgens de spot 12 uur lang.

Zwavelgassen
Hebben we hier te maken met een doorbraak bij de behandeling van slechte adem? Nee hoor, de werkzame bestanddelen in CB12 zijn al decennia bekend en zitten ook in allerlei andere middeltjes. Het zijn chloorhexidine, dat de bacteriën doodt, en een zinkverbinding, die met zwavelgassen reageert. Chloorhexidine zit ook in mondspoelingen als Corsodyl en Perioaid. De spoeling Halita bevat daarnaast, net als CB12 een zinkverbinding.

Stinkende put
Dan de vraag of CB12 werkt. Het antwoord is ja. Het werkt zoals een fles chloor de geur van een stinkende put een tijdje kan wegnemen, maar het effect is maar tijdelijk, want het onderliggende probleem wordt niet aangepakt. De 12 uur die wordt genoemd in de spot van CB12 klinkt zeer ongeloofwaardig. Op gebruikersfora zijn er mensen die klagen dat al na een uur de geur terugkeert.

Voedingsbodem
De echte oplossing is het verwijderen van de voedselresten en de plaque die tussen de tanden zit. Die vormen de voedingsbodem van de bacteriën. Flossen, stoken, poetsen en tongschrapen, vormen de ware oplossing. Als dat niet werkt is het een klus voor de tandarts of misschien zelfs iets voor een maag, lever, darm-specialist.
Tot slot heeft chloorhexidine bij lang gebruik de neiging de tanden te verkleuren en de smaak aan te tasten, maar daarover zwijgt men in de spot.

Lees ook: Listerine, Zendium, Oral B, Elmex

Reacties

  1. Chris
    18 juli 2012 - 00:44

    Ben het grotendeels eens met bovenstaande, maar er zijn wat nuances aan te brengen. In de publicaties waar ze hun claims op baseren, komen ze weldegelijk tot die 12 uur. Ik kan me zomaar voorstellen dat mensen inderdaad – zoals door de redactie op de CB12 website geschreven – na een half uur / uur de maskerende mintsmaak missen waardoor het meer riekt, maar dat zegt nog niets over de zwavellucht.
    Meer kwalijk vind ik inderdaad dat de oorzaak niet wordt aangepakt, maar dat is vanuit sales-oogpunt goed te begrijpen. Wat me dan weer tegen de borst stoot, is dat over het verkleuren van tanden alleen maar wordt geclaimd dat dit niet gebeurd binnen 4 weken. Ikzelf zou het middel dan ook absoluut niet langer gebruiken dan 4 weken tot nader onderzoek over langdurige gevolgen beschikbaar is. Maar zou het dan wel weer langer dan een week gebruiken, want je ervaringen baseren op ‘het werkt niet, ik stop er mee’ is onzinnig: biobeestjes zijn nogal eigenzinnig en het zal vast wel wat dagen duren voordat het effect in treed.

    Dat het geen 100% zuivere koffie is ben ik in ieder geval mee eens. Marketing zal toch altijd proberen het verhaal zo mooi mogelijk aan te prijzen, goed om dan kritisch te blijven. Maar ze hebben zich ook aan regels te houden, dus betreft totaal ongegronde claims vind ik niet terecht: er is wel degelijk onderzoek gedaan. Wel zoals het hun uit komt, natuurlijk.

  2. Remon
    31 augustus 2012 - 00:32

    Jammer dat je (zo te zien) gestopt bent met deze blog. Ik vond je analyses altijd wel interessant.

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