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The National Advertising Division said nothing in its decision precludes Oral Essentials from making other truthful and non-misleading claims relating to the product’s effect on enamel.
In a Fast-Track SWIFT challenge brought by oral care competitor GuruNanda LLC, BBB National Programs’ National Advertising Division (NAD) has recommended that Oral Essentials, Inc. discontinue the claim that its Lumineux Whitening Mouthwash is enamel safe. Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the NAD, which took issue with whether Oral Essentials had a reasonable basis to claim that its Lumineux Whitening Mouthwash is “enamel safe.” ...
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