The National Advertising Division (NAD) of BBB National Programs has advised wellness company GuruNanda, LLC to discontinue certain advertising claims related to its oil pulling and teeth whitening products, following a challenge from The Procter & Gamble Company (P&G). The decision highlights NAD’s ongoing role in ensuring truthful advertising practices and safeguarding consumer interests.
Claims Under Scrutiny
GuruNanda’s advertising included claims that its oil pulling products provided “natural teeth whitening” and that its Pro Formula Whitening Gel Pen offered “dazzle from first application.” After reviewing the claims, NAD found that they lacked adequate scientific support, prompting the recommendation for their removal.
“Natural Teeth Whitening” Claim
GuruNanda’s oil pulling products prominently featured the claim of “natural teeth whitening” on both their labels and website. To substantiate this claim, the company submitted two studies. However, NAD determined that the studies did not provide reliable or sufficient evidence to justify the whitening claim, as they did not meet the required standards for efficacy. As a result, NAD recommended that GuruNanda discontinue the “natural teeth whitening” claim. The division emphasized that any health-related claim must be supported by robust, credible evidence, and in this case, the evidence was insufficient.
“Dazzle From First Application” Claim
The “dazzle from first application” statement appeared on GuruNanda’s Pro Formula Whitening Gel Pen packaging. NAD noted that in the context of a product labeled as a “whitening gel pen,” the phrase “dazzle” could reasonably be interpreted by consumers as a claim of immediate or noticeable teeth whitening effects. However, NAD found no substantial evidence to demonstrate that the product provided noticeable whitening results either at the time of application or within the first 45 minutes. Consequently, the division recommended the removal of this claim as well, to better align with the actual performance of the product.
Compliance and Appeal
Throughout the review process, GuruNanda voluntarily chose to discontinue several other challenged claims. NAD acknowledged this action and will treat those claims as if they had been formally recommended for discontinuation. However, GuruNanda has indicated its intention to appeal the decision regarding the “natural teeth whitening” claim to the National Advertising Review Board (NARB). The company has agreed to comply with the recommendation regarding the “dazzle from first application” claim.
This case underscores the importance of substantiating advertising claims with reliable evidence and the role of NAD in maintaining truth in advertising for consumer protection.
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