Regulations

National Advertising Division Recommends Oral Essentials Discontinue ‘Certified Non-Toxic’ Claim for its Lumineux Mouthwash

Strong evidence is needed for non-toxic claims due to potential health and environmental risks as well as the potential for consumers to misuse the product, officials said.

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By: Lianna Albrizio

Associate Editor

In a Fast-Track SWIFT challenge brought by GuruNanda, LLC, BBB National Programs’ National Advertising Division recommended that Oral Essentials, Inc. discontinue its claim that Lumineux mouthwash products are “Certified Non-Toxic.” Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Oral Essentials and GuruNanda compete in the mouthwash category of the oral health market. Oral Essentials’ Lumineux mouthwash la...

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