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Ethical brand ratings and accreditation since 2001

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Is Aquafresh an ethical toothpaste brand?

Developed in the 1970s, Aquafresh is a popular toothpaste brand with a range of oral care products for adults and children.

Unfortunately, Aquafresh receives a below benchmark score within The Good Shopping Guide’s Ethical Toothpaste Sector. As a result of its low score, it does not yet meet our minimum benchmark and cannot be classed as an ethical toothpaste brand.

Although it does not quite reach our minimum ethical benchmark, we still encourage Aquafresh to get in touch and apply for Ethical Accreditation.  The Good Shopping Guide would then be able to offer Aquafresh an assessment, followed by advice on how to improve its bottom scores to become a top-rated brand.

Do you want to see how other popular brands compare against Aquafresh within the Ethical Toothpaste Sector? Visit the Toothpaste Ethical Ratings Table.  The Good Shopping Guide’s Ratings Table can teach you more about the criteria that our top-rated brands have fulfilled to reach our minimum ethical benchmark.

Below-benchmark brands are encouraged by The Good Shopping Guide to follow the example set by our top-rated brands and begin introducing more sustainable policies.

Does Aquafresh have an Environmental Report?

GSK, Aquafresh’s parent company has an Environmental Sustainability page. It contains links to pages on various sustainability issues such as climate and biodiversity which contain targets and plans for how to achieve them.

As a result, Aquafresh receives a top rating for our Environmental Report category.

Why does Aquafresh receive a bottom rating for our Political Donations category?

The Good Shopping Guide’s criteria state that brands which have donated over £10,000 in the last five years to a political party in the UK or US will receive a middle rating, or a bottom rating if it has donated over £50,000.

As GSK has donated $1.5 million in recent election cycles, it receives a bottom rating.

What can Aquafresh do to improve its score?

Aquafresh’s below benchmark score within The Good Shopping Guide’s Ethical Toothpaste Sector is the outcome of a calculation of multiple ethical criteria.

Because it has a low score in the Ethical Toothpaste Sector, we recommend that Aquafresh get in touch and apply for Ethical Accreditation. Once we receive its application, The Good Shopping Guide will offer Aquafresh tips on how to work on its bottom scores.

Did you know that your Toothpaste brand could benefit from Ethical Accreditation? Our accredited brands can proudly display our logo, showcasing to consumers that its products are ethical and sustainable. The Good Shopping Guide’s Ratings Tables can show you which other brands within the  Ethical Toothpaste Sector have achieved our ethics and sustainability certification. If you would like some more information, contact us or fill out a free initial assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


  • Public Record Criticisms+


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating