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.
Lumineux Whitening Mouthwash Firm Asks NAD For Second Shot At Proving ‘Enamel Safe’ Claim
NAD attorneys find Oral Essentials’ scanning electron microscopy study with extracted teeth “was not a good fit” as “enamel safe” claim “reasonably conveys a message that regular daily use of the product will have no negative impact on enamel at all or at any time.”
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