Ayurveda Teeth Whitener Firm Argues Industry Self-Regulation Ad Claim Reviews Dim Innovation

A California firm marketing Ayurveda health care products argues that an industry self-regulation group’s standard for ad claim support exceed a “reasonable basis” and “may stifle innovation and competition” from small businesses challenging giant brands for US market share.

GuruNanda LLC is appealing a decision by BBB National Programs Inc.’s National Advertising Division, following a review of a Procter & Gamble challenge, that it cease using a “natural teeth...