# Social cost — `a=icecream`

[← All ads](README.md) · [Open the matching landing page](../web/index.html?a=icecream)

## Primary text

It's a small thing, saying no to the ice cream at your kid's birthday.

And the cold beer straight from the ice bucket. And the sorbet course. Small enough that nobody asks. Big enough that you notice, every time.

I built a toothpaste company because of my own list of small no's. Before we sell you anything, we ask you twelve questions — including whether the honest answer is "see a dentist, not a shop."

The Enamel Check is free and takes a minute. Your list is a good reason to take it.

**Headlines:** The small no's add up · The birthday ice-cream test · A minute, honestly spent

**Description:** Free 60-second self-check. Built to say no to the wrong customers.

**CTA:** [Take the quiz](../web/index.html?a=icecream)

**Destination:** [`../web/index.html?a=icecream`](../web/index.html?a=icecream)

**Creative:** A kid's party table, one untouched bowl of ice cream melting in the foreground.

**Notes:** Compliance line: this ad may never promise the no's disappear — it sells the *check*, not an outcome. Keep it that way in every variant.