Lumineux Whitening Mouthwash Firm Asks NAD For Second Shot At Proving ‘Enamel Safe’ Claim

GuruNanda LLC and Oral Essentials Inc.’s third advertising dispute in six months argued in an industry self-regulation forum could lead to a fourth as Oral Essentials asks for another chance to prove a study using extracted teeth supports an “enamel safe” claim for its Lumineux Whitening Mouthwash.

Attorneys with BBB National Programs Inc.’s National Advertising Division stated that for Oral Essentials’ scanning electron microscopy (SEM) study, extracted teeth “were collected from oral surgeons and inspected under high-resolution...