That Was Fast! ‘30 Minute’ Claim On Lumineux Whitening Strips Goes From NAD Forum To Federal Court

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.