[
  {
    "step": 4,
    "url": "https://cosmetic.fda.moph.go.th/media.php?id=478079913589612544&name=%281%29+%E0%B8%9E%E0%B8%A3%E0%B8%B0%E0%B8%A3%E0%B8%B2%E0%B8%8A%E0%B8%9A%E0%B8%B1%E0%B8%8D%E0%B8%8D%E0%B8%B1%E0%B8%95%E0%B8%B4%E0%B9%80%E0%B8%84%E0%B8%A3%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%87%E0%B8%AA%E0%B8%B3%E0%B8%AD%E0%B8%B2%E0%B8%87+%E0%B8%9E.%E0%B8%A8.+2558.pdf",
    "title": "Cosmetics Act B.E. 2558 (2015)",
    "publication_date": "2015-09-08",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "Thailand's Cosmetics Act defines cosmetics to include products used on teeth and oral mucosa for cleaning, appearance, odor control, protection, or care; manufacturers and importers for sale must notify product details before marketing, and cosmetic advertising may not be false, exaggerated, materially misleading, or claim disease treatment.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://cosmetic.fda.moph.go.th/media.php?id=498462867926949888&name=14_1+%E0%B8%89%E0%B8%A5%E0%B8%B2%E0%B8%81%E0%B8%82%E0%B8%AD%E0%B8%87%E0%B9%80%E0%B8%84%E0%B8%A3%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%87%E0%B8%AA%E0%B8%B3%E0%B8%AD%E0%B8%B2%E0%B8%87+2562.pdf",
    "title": "Notification of the Cosmetics Committee: Cosmetic Labelling B.E. 2562 (2019)",
    "publication_date": "2019-07-08",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "Cosmetics sold in Thailand require clearly legible Thai labelling with product/trade name, product type, full ingredient list, directions, responsible manufacturer/importer details, net quantity, batch, manufacture/expiry information where applicable, warnings, and notification number; label claims and imagery must not be false or misleading.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://cosmetic.fda.moph.go.th/media.php?id=932880783562121216&name=%E0%B8%84%E0%B8%B9%E0%B9%88%E0%B8%A1%E0%B8%B7%E0%B8%AD%E0%B9%81%E0%B8%99%E0%B8%A7%E0%B8%97%E0%B8%B2%E0%B8%87%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B9%82%E0%B8%86%E0%B8%A9%E0%B8%93%E0%B8%B2+%28update+25-09-2567%29.pdf",
    "title": "Thai FDA Guide to Cosmetic Advertising, revised B.E. 2567 (2024)",
    "publication_date": "2024-09-25",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "For toothpaste, Thai FDA guidance permits substantiated cleaning/oral-hygiene claims, caries-prevention claims when the formula contains fluoride or another supported anti-caries ingredient, sensitivity-reduction claims for supported ingredients, and tooth-whitening claims through brushing/abrasion; it rejects claims to treat or prevent periodontal disease, mouth ulcers, oral fungal disease, gingivitis, or bleeding gums. Prior ad approval is not generally required, but advertisers remain liable and may seek an FDA opinion.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://cosmetic.fda.moph.go.th/media.php?id=846566591838691328&name=%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B8%81%E0%B8%B2%E0%B8%A8%E0%B8%84%E0%B8%93%E0%B8%B0%E0%B8%81%E0%B8%A3%E0%B8%A3%E0%B8%A1%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B9%80%E0%B8%84%E0%B8%A3%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%87%E0%B8%AA%E0%B8%B3%E0%B8%AD%E0%B8%B2%E0%B8%87+%E0%B9%80%E0%B8%A3%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%87+%E0%B8%89%E0%B8%A5%E0%B8%B2%E0%B8%81%E0%B8%82%E0%B8%AD%E0%B8%87%E0%B8%A2%E0%B8%B2%E0%B8%AA%E0%B8%B5%E0%B8%9F%E0%B8%B1%E0%B8%99%E0%B8%97%E0%B8%B5%E0%B9%88%E0%B8%A1%E0%B8%B5%E0%B8%AA%E0%B9%88%E0%B8%A7%E0%B8%99%E0%B8%9C%E0%B8%AA%E0%B8%A1%E0%B8%82%E0%B8%AD%E0%B8%87%E0%B8%9F%E0%B8%A5%E0%B8%B9%E0%B8%AD%E0%B8%AD%E0%B9%84%E0%B8%A3%E0%B8%94%E0%B9%8C+%E0%B8%9E.%E0%B8%A8.+2568.pdf",
    "title": "Notification of the Cosmetics Committee: Labelling of Toothpaste Containing Fluoride B.E. 2568 (2025)",
    "publication_date": "2025-12-24",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "Thai FDA issued a toothpaste-specific labelling notification for fluoride-containing toothpaste, so a fluoride SKU requires review against this newer rule in addition to the general cosmetic labelling notification.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://cosmetic.fda.moph.go.th/permission-for-cosmetics/category/for-entrepreneurs",
    "title": "Thai FDA cosmetics permissions for entrepreneurs: product notification guidance",
    "publication_date": "2025-03-28",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "The Thai FDA entrepreneur portal publishes an updated cosmetics product-notification process guide dated 28 March 2025, reinforcing that market entry work must include the current notification workflow rather than relying only on the 2015 Act.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://cosmetic.fda.moph.go.th/interesting-law/category/cosmetic-laws",
    "title": "Thai FDA cosmetics laws index: current ingredient and product-control notifications",
    "publication_date": "2026-05-29",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "The current Thai FDA law index lists recent ingredient-control updates, including the sixth prohibited-substances notification B.E. 2568 and the ninth permitted-ingredients notification B.E. 2568; formula compliance therefore requires checking the current consolidated ingredient position, not a static historical list.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://www.ocpb.go.th/download/law/17191153.pdf",
    "title": "Ministerial Regulation Prescribing Unfair Consumer Advertising Messages B.E. 2564 (2021)",
    "publication_date": "2021-12-20",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "Thai consumer-protection advertising rules require promotions involving prize draws, contests, free gifts, rights, or benefits to disclose material conditions, dates, reward type/value and redemption details; lucky-draw promotions require the relevant gambling-law permission before advertising.",
    "grade": "A"
  },
  {
    "step": 4,
    "url": "https://www.ocpb.go.th/news_view.php?nid=11970",
    "title": "OCPB: Guidelines on advertising that omits material facts or is misleading",
    "publication_date": "2025-07-17",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "OCPB published updated 2025 guidance focused on advertisements that conceal material information or mislead consumers, making complete presentation of price, offer conditions, and material qualifications a current compliance priority.",
    "grade": "A"
  },
  {
    "step": 1,
    "url": "https://marketeeronline.co/archives/465042",
    "title": "More than 'salty but good': SALZ's 42-year brand refresh",
    "publication_date": "2026-04-27",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "A 2026 Thai trade-press report, drawing on SALZ management statements, puts Thailand oral care above THB20 billion and toothpaste at about THB12 billion; it reports SALZ at about 8% overall and 27% in gum care, with a THB35 entry price and a plan to target younger consumers more precisely online.",
    "grade": "C"
  },
  {
    "step": 1,
    "url": "https://marketeeronline.co/archives/381208",
    "title": "Dok Bua Ku and Thepthai: herbal toothpaste brands from Southern Thailand",
    "publication_date": "2024-10-07",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "A 2024 Thai trade-press article estimated the total toothpaste market at THB10.2 billion and herbal toothpaste at THB3.8 billion, over 37%, while describing competition for health-oriented and younger users and the move from OTOP/event selling into nationwide distribution.",
    "grade": "C"
  },
  {
    "step": 1,
    "url": "https://www.kantar.com/inspiration/fmcg/every-shopping-trip-counts-for-fmcg-in-thailand",
    "title": "Every shopping trip counts for FMCG in Thailand",
    "publication_date": "2022-09-28",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "Kantar reported that roughly one quarter of Thai households shopped online for FMCG, with marketplaces the primary online destination and social commerce second; it also observed e-commerce strength in personal care and beauty rather than food.",
    "grade": "B"
  },
  {
    "step": 1,
    "url": "https://newsroom.tiktok.com/th-th/shoppertainment-2-0-insights-for-brands",
    "title": "TikTok Shoppertainment 2024: consumer and commerce insights for Thailand",
    "publication_date": "2024-02-29",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "TikTok and Accenture reported that more than 88% of surveyed Thai consumers were influenced by non-promotional content, 97% researched and purchased within the same space, and beauty/personal care was among leading Shoppertainment categories; they projected a US$12.4 billion Thailand Shoppertainment opportunity by 2025.",
    "grade": "C"
  },
  {
    "step": 1,
    "url": "https://newsroom.tiktok.com/th-th/tiktok-is-the-platform-where-content-and-commerce-converge-helping-consumers-discover-and-make-their-next-purchase-thailand",
    "title": "TikTok combines content and commerce into a seamless shopping experience in Thailand",
    "publication_date": "2023-07-10",
    "retrieved_at": "2026-08-28T11:54:12+07:00",
    "claim": "TikTok/Toluna reported beauty and personal care as the second-largest popular TikTok Shop category at 46% in its survey, and identified free shipping, coupons/discounts, and cash on delivery as primary mega-sale purchase drivers.",
    "grade": "C"
  },
  {
    "step": 2,
    "url": "https://dentiste-oralcare.com/th/products/dentiste-original-toothpaste-tube",
    "title": "DENTISTE' — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Original Toothpaste Tube; 100 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "A/B official product page"
  },
  {
    "step": 2,
    "url": "https://dentiste-oralcare.com/th",
    "title": "DENTISTE' — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Original Toothpaste Tube; 100 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "A/B official product page"
  },
  {
    "step": 2,
    "url": "https://www.marvis.com/en/toothpastes/whitening/",
    "title": "Marvis — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Whitening Mint; 85 ml; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official positioning + C price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Marvis-Whitening-Mint-85ml",
    "title": "Marvis — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Whitening Mint; 85 ml; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official positioning + C price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.apagard.com/product/detail/premio.html",
    "title": "APAGARD — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Premio Premium Type; 105 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official Japan + C Thai price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/APAGARD-Premio-105g",
    "title": "APAGARD — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Premio Premium Type; 105 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official Japan + C Thai price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.curaprox.co.th/product/curaprox-enzycal-1450/",
    "title": "CURAPROX Enzycal — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Enzycal 1450; 75 ml; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "A official Thai product page"
  },
  {
    "step": 2,
    "url": "https://www.curaprox.co.th/enzycal/",
    "title": "CURAPROX Enzycal — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Enzycal 1450; 75 ml; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "A official Thai product page"
  },
  {
    "step": 2,
    "url": "https://vussen.co.kr/product/뷰센-28-치아미백제-80g플로랄민트향/14/",
    "title": "VUSSEN — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product VUSSEN 28 Floral Mint; 80 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official Korea + C Thai price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Vussen-28-80g",
    "title": "VUSSEN — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product VUSSEN 28 Floral Mint; 80 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official Korea + C Thai price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Sensodyne-Clinical-White",
    "title": "Sensodyne — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Clinical White Enamel Strengthening; 100 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "C retailer/aggregator; official variant page unavailable"
  },
  {
    "step": 2,
    "url": "https://www.sensodyne.com/en-us/products/",
    "title": "Sensodyne — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Clinical White Enamel Strengthening; 100 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "C retailer/aggregator; official variant page unavailable"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Colgate-Optic-White-O2",
    "title": "Colgate Optic White — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Optic White O2; 85 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "C price/retailer + B official category page"
  },
  {
    "step": 2,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Colgate Optic White — public review context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Public review page establishes current consumer-discussion context; it is not official claim proof or evidence of causation.",
    "grade": "C"
  },
  {
    "step": 2,
    "url": "https://www.oralb.co.uk/en-gb/products/toothpaste/oral-b-3d-white-luxe-perfection-twin-pack-2x75ml",
    "title": "Oral-B/Crest 3D White — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Oral-B 3D White Fast White / Luxe reference; 90 g Thai observed listing; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official UK reference + C Thai price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Oral-B-3D-White",
    "title": "Oral-B/Crest 3D White — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Oral-B 3D White Fast White / Luxe reference; 90 g Thai observed listing; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official UK reference + C Thai price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Sparkle-Triple-White",
    "title": "Sparkle — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Triple White; 100 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "C retailer/price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.lotuss.com/th/category/oral-care",
    "title": "Sparkle — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Triple White; 100 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "C retailer/price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.dokbuaku.com/th/products",
    "title": "Twin Lotus — official/product context",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Herbaliste Matcha Green Tea Peach; 150 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official brand category + C price aggregator"
  },
  {
    "step": 2,
    "url": "https://www.priceza.com/s/ราคา/Twin-Lotus-Herbaliste",
    "title": "Twin Lotus — observed price/channel source",
    "publication_date": "unknown",
    "retrieved_at": "2026-08-28",
    "claim": "Representative product Herbaliste Matcha Green Tea Peach; 150 g; observed price/positioning recorded with limitations. Brand claims are not independently validated.",
    "grade": "B official brand category + C price aggregator"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2025-06-07",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2025-05-24",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2026-01-06",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2025-03-01",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2024-08-01",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2023-08-29",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2023-07-26",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  },
  {
    "step": 4,
    "url": "https://www.productreview.com.au/listings/colgate-optic-white",
    "title": "Public Customer Voice — Colgate Optic White",
    "publication_date": "2025-02-05",
    "retrieved_at": "2026-08-28",
    "claim": "Directional de-identified public review/discussion excerpt coded for customer needs; not representative research and not evidence of efficacy or causation.",
    "grade": "C"
  }
]