Earlier this week, ANMAT, Argentina’s national regulatory authority, prohibited the sale of Colgate Total Active Prevention Clean Mint toothpaste due to safety concerns linked to this specific presentation of the product.

While the move made headlines, largely due to the brand’s status as a household name, it’s important to recognize that ANMAT routinely takes similar actions across all product categories. What sets this case apart is not the severity, but the visibility. When a well-known brand is involved, the communication reaches a much wider audience.

Far from being a scandal, this incident is a clear example of a functioning post-market surveillance system in action: timely intervention by the regulator, clear communication to the public, and a measured, responsible response from the manufacturer.

To their credit, Colgate responded quickly and responsibly, pulling the product from circulation and cooperating fully with the authorities. This kind of accountability is essential to maintaining consumer trust, especially in the highly regulated health and personal care sectors.

At the same time, ANMAT acted promptly and thoroughly, demonstrating why vigilance at the national level is essential — not just for compliance, but for public safety. Their ability to identify and act on these types of concerns reinforces confidence in Argentina’s regulatory system and highlights the value of local oversight in a global market.

Vigilance Matters; and LAMA Can Help

This case is a powerful reminder that Post Market Surveillance, in this case in the form of Cosmetovigilance, isn’t just a formality, it’s a vital part of protecting consumers and ensuring long-term success in the market. Even globally recognized products require constant monitoring, accurate local registration, and active oversight.

At LAMA, we work alongside international brands to ensure that nothing slips through the cracks.

A System That Works

This situation could have ended differently. But thanks to a functioning cosmetovigilance system, responsible corporate behavior, and a proactive regulator, it became a textbook case of how to protect both public health and brand reputation.

If you’re in Argentina, take a moment to check your bathroom cabinet. If you have Colgate Total Active Prevention Clean Mint toothpaste, in any size or presentation, stop using it immediately and follow ANMAT’s instructions for product withdrawal. Note that the same product has also been restricted by other authorities, notably ANVISA in Brazil, so keep an eye on local regulations wherever you may be in order to stay safe.

Let’s take this as a lesson and a call to action: if you’re operating in Latin America, your vigilance processes matter. And if you’re unsure whether your product portfolio is fully aligned with local requirements, we can help you find out before an issue arises.

LAMA: local insight, regional strength, global standards.