National Advertising Division Recommends Oral Essentials Discontinue '30 Minutes to Whiter Teeth" Claim for Lumineux Whitening Strips
Source: The Manila times
Published on: 2026-10-22 15:26
Following a reopened inquiry, BBB National Programs' National Advertising Division recommended that Oral Essentials, Inc. (OEI) discontinue its "30 minutes to whiter teeth" claim for Lumineux Whitening Strips. New York, NY, Oct. 22, 2026 (GLOBE NEWSWIRE) -- Following a reopened inquiry, BBB National Programs' National Advertising Division recommended that Oral Essentials, Inc. (OEI) discontinue its "30 minutes to whiter teeth" claim for Lumineux Whitening Strips. In the underlying challenge brought by the Procter & Gamble Company (P&G) (Case #7235), the National Advertising Division (NAD) determined that OEI provided a reasonable basis for its on-pack claim that Lumineux Whitening Strips "whitens without the sensitivity," but recommended that OEI discontinue the claim "30 minutes to whiter teeth" or modify it to avoid conveying the message that consumers will experience whiter teeth af...
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