Oral Essentials Faces NAD Recommendation to Adjust Claims

Oral Essentials Faces Regulatory Recommendations on Marketing Claims

In a recent development, the National Advertising Division (NAD), part of BBB National Programs, has advised Oral Essentials, Inc. to cease claiming that their Lumineux mouthwash products are 'Microbiome Safe.' This resolution emerged from a Fast-Track SWIFT challenge initiated by competitors, notably GuruNanda, LLC, who raised concerns regarding the validity of this assertion.

Understanding Fast-Track SWIFT Challenges

Fast-Track SWIFT is an expedited procedure tailored for addressing single-issue advertising disputes. It provides a streamlined approach to evaluate claims and reach decisions swiftly. In this instance, the NAD took a closer look at the backing provided by Oral Essentials for their “microbiome safe” claim.

Scientific Support and Findings

To justify its claim, Oral Essentials referenced an in vitro study that assessed the impact of four of its mouthwash variants on five bacteria species often linked to oral health issues like plaque, gingivitis, and cavities. The results showed that using the mouthwash seemed to maintain the population levels of these bacteria without a remarkable reduction, a conclusion the company used to assert the product's safety for maintaining oral microbiome balance.

However, the NAD pointed out critical flaws in this rationale. The study only examined a limited number of bacteria species – five out of the countless strains present in the oral microbiome. This narrow focus was deemed insufficient to substantiate a claim of safety for the broader microbiome environment.

Regulatory Concerns and Recommendations

The NAD expressed doubts regarding the real-world applicability of the in vitro study results. Notably, even though the study reported '[n]o decrease' across all tested strains, it was found that certain strains did, in fact, experience a decrease in their populations during testing. Overall, the NAD concluded that Oral Essentials did not sufficiently prove the safety of its Lumineux mouthwash for the entire oral microbiome.

In light of these findings, the NAD recommended that the company discontinue the claim of 'Microbiome Safe' for its mouthwash products, advocating for the importance of truthful advertising. In response, Oral Essentials acknowledged the recommendation, expressing its commitment to adhere to the guidelines set forth by the NAD.

About BBB National Programs

BBB National Programs is a non-profit entity that champions self-regulation within the U.S. by managing over 20 recognized programs that enhance consumer trust in various industries. These initiatives aim to ensure fair competition, provide dispute resolution services, and foster a positive interaction between businesses and consumers. BBB National Programs continually strives to refine its approach to issues arising in today’s marketplace, including technology, privacy, and advertising practices.

About the National Advertising Division

The National Advertising Division, a significant branch of BBB National Programs, emphasizes the truthfulness and accuracy of advertising. By reviewing national advertisements across various media platforms, NAD sets essential standards that protect consumers while promoting equitable business practices.

Frequently Asked Questions

What was the main recommendation from the NAD regarding Oral Essentials?

The NAD recommended that Oral Essentials discontinue the claim that its Lumineux mouthwash is 'Microbiome Safe.'

Why was the 'Microbiome Safe' claim challenged?

The claim was challenged due to insufficient scientific support, as the study only examined a limited number of bacteria.

What is Fast-Track SWIFT?

Fast-Track SWIFT is an expedited process for resolving single-issue advertising disputes quickly.

How does the NAD evaluate advertising claims?

The NAD examines the truthfulness and accuracy of advertisements, ensuring they are fair and do not mislead consumers.

What is the mission of BBB National Programs?

BBB National Programs aims to enhance consumer trust through self-regulation and effective dispute resolution services in various industries.

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