The National Advertising Division (NAD) of BBB National Programs has recommended that natural wellness company GuruNanda, LLC discontinue certain advertising claims related to its oil pulling and teeth whitening products following a challenge by The Procter & Gamble Company (P&G), as detailed in a recently published NAD case decision.
The decision underscores NAD’s role in maintaining truthful advertising standards and protecting consumer interests.
Claims under scrutiny
GuruNanda’s advertising included claims that its oil pulling products offered “natural teeth whitening” and that its Pro Formula whitening Gel Pen delivered “dazzle from first application.” NAD’s recent investigation found that these assertions lacked adequate substantiation, prompting the organization to recommend their removal.
“Natural Teeth Whitening” Claim
The “natural teeth whitening” claim appeared on the labels and website of GuruNanda’s oil pulling products. To support this assertion, GuruNanda submitted two studies.
However, NAD determined that these studies were “not sufficiently reliable to provide a reasonable basis for the challenged whitening claim,” leading to a recommendation for discontinuation.
NAD highlighted that any efficacy-related claim must be backed by robust and credible evidence. In this case, the studies presented did not meet the required standard to substantiate the product’s whitening benefits, thereby invalidating the claim, the NAD’s decision detailed.
“Dazzle From First Application” Claim
The “dazzle from first application” phrase was found on the packaging of GuruNanda’s Pro Formula whitening Gel Pen. NAD noted that, in the context of a product named “whitening gel pen,” the term “dazzle” suggests teeth whitening, with consumers likely interpreting it as such.
NAD pointed out that consumers could reasonably expect noticeable results either at the time of application or soon after.
The division found that there was no sufficient evidence demonstrating that whitening effects occurred at the onset of use or within the first 45 minutes. Consequently, NAD recommended that this claim also be discontinued to align with demonstrated product performance.
Compliance and appeal
Throughout the review process, GuruNanda chose to end several other challenged claims voluntarily. NAD has acknowledged this decision and will treat these claims as though they were formally recommended for discontinuation.
GuruNanda responded to NAD’s findings, indicating it would “respectedly appeal NAD’s decision as to ‘natural teeth whitening’” to the National Advertising Review Board (NARB). The company added that it “agrees to comply with NAD’s recommendation as to ‘dazzling from first application.’”
