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Lumineux Mouthwash ‘Non-Toxic’ Claim Gets Adverse Reaction In Advertising Review

 
• By Malcolm Spicer

National Advertising Division found multiple faults with Oral Essentials’ evidence for claim, including that an in vitro study the firm conducted on “mouse cells is not dispositive of whether the same product would have any adverse effects on humans under real world conditions.”

(Source: Shutterstock)

A “non-toxic” claim for Oral Essentials Inc.’s Lumineux mouthwash challenged by competitor GuruNanda LLC fails an industry self-regulation forum review in the companies’ third advertising dispute in 2024.

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