Recent reviews in the US and the UK of ad claims promoting tooth whiteners’ speed of effect provide guidance to firms not only about substantiating “faster” claims but also about using precise wording in advertising.
Ad Claims For Tooth Whitening Speed Of Effect Lose Glow For SmileDirect In US, HiSmile In UK
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.
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