Recently, The National Advertising Division (NAD) of BBB National Programs has issued its findings in an inquiry brought by competitor GuruNanda, LLC, regarding advertising claims for Procter & Gamble’s Crest 3D White Brilliance Deep Stain Remover Toothpaste.
After reviewing the case, NAD determined that P&G had provided a reasonable basis for the toothpaste’s name and its performance claims, including its ability to remove deep stains, dissolve stain bonds, and utilize whitening technology. The watchdog also found that certain implied claims — such as intrinsic stain removal and superior enamel protection — were not conveyed in a misleading way.
However, NAD recommended that P&G discontinue or modify one claim featured on Crest packaging and online promotions: “REPAIR – Extra strength fluoride remineralizes enamel to strengthen teeth.” NAD found that this phrasing goes beyond what is allowed under the FDA’s monograph, which does not permit describing fluoride benefits as “extra strength.” According to NAD, the claim could mislead consumers into believing the toothpaste provides greater enamel strengthening and protection than standard fluoride concentrations.
In response, P&G stated that it will comply with NAD’s decision.
