Following a challenge from oral care competitor GuruNanda LLC, the BBB National Programs’ National Advertising Division (NAD) has determined that The Procter & Gamble Company (P&G) provided a reasonable basis to support its advertising claims for Crest 3D Whitestrips. The NAD found that P&G’s quantified express statements — including claims such as “Removes Years of Stains in Just 1 Hour” and “Removes 10 Years of Tough Set-In Stains” — were substantiated by evidence.
P&G’s Crest 3D Whitestrips product line includes several versions with varying concentrations of hydrogen peroxide, application times, and treatment durations, allowing consumers to customize their whitening experience. To support its claims, P&G submitted a detailed body of evidence, including four meta-analyses examining the rate at which teeth naturally yellow over time and four clinical studies evaluating the whitening efficacy of Crest 3D Whitestrips. The company demonstrated that its products effectively reduced intrinsic yellowing — discoloration caused by age rather than surface stains — by using hydrogen peroxide to penetrate beneath the enamel.
By comparing the amount of yellowing removed by the product with the scientifically established rate of annual yellowing, known as the “Yellow Slope Value,” P&G was able to calculate how many “years of stains” were removed. NAD concluded that this scientific approach provided a sound basis for P&G’s “Years of Stains” claims.
In response to the decision, P&G expressed appreciation for NAD’s evaluation, stating that it “appreciates NAD’s clear reasoning and consistent application of its standards.”
