Lumineux Called For Foul In Teeth Whitening Claim Review For Implying ‘Harm’ From Crest Whitestrips
Lumineux Draws Foul In Review Of Teeth Whitening Claim For Implying ‘Harm’ From Crest Whitestrips
National Advertising Division recommends Oral Essentials discontinue claims on packaging that Lumineux strips are "first on the market that are delicious and clinically proven to whiten teeth as well as the leading brand, without the harm associated with bleaches.”
You may also be interested in...
The National Advertising Division recommended in November that Oral Essentials, Inc. discontinue or modify its “30 minutes to whiter teeth” claim on Lumineux Whitening Strips to avoid implying that a single application will do the deed. Now the company is being targeted with a putative class action in New York’s Eastern District alleging false and misleading advertising.
BBB National Programs’ appeals panel decision “includes factual and substantive inaccuracies, is not in accordance with NARB procedures, and misstates Colgate’s positions and arguments,” Colgate says. Panel upheld findings agreeing with P&G’s challenge of “removes 10 years of yellow stains” claim.
In separate assessments, US industry self-regulation group says SmileDirectClub and UK advertising regulator finds HiSmile didn’t have adequate supporting evidence for claims about speed of teeth whitening.