NAD Backs P&G’s Crest Gum Detoxify Claims in Oral Care Advertising Dispute

THE WHAT?  The U.S. National Advertising Division (NAD) has found that Procter & Gamble provided sufficient scientific support for its claims made about Crest Pro-Health Gum Detoxify toothpaste, following a challenge by oral care competitor GuruNanda.

THE DETAILS GuruNanda challenged both express and implied marketing claims made on Crest Gum Detoxify packaging, the Crest website, and retail pages including Amazon and Walgreens. The main objection focused on the term “Gum Detoxify,” which GuruNanda argued implies the product removes a broad range of harmful substances from the body — a claim they asserted could mislead consumers.

NAD determined that in context, the claim is appropriately qualified by accompanying statements such as “neutralizes plaque bacteria, even around the gumline, for 24 hours,” which limit the interpretation to oral health effects related to plaque and gingivitis. NAD reviewed P&G’s submitted evidence on the stannous fluoride formula, which demonstrated the toothpaste’s ability to neutralize plaque acid and kill bacteria, and found it provided a reasonable basis for the claims.

Additional challenges regarding the use of the ADA (American Dental Association) seal were dismissed, with NAD concluding that the seal was properly used and did not misrepresent the product’s approval status.

THE WHY? The decision reinforces the importance of context and qualifying language in cosmetic and personal care advertising claims. While “detox” terminology can raise concerns about overstatement, NAD’s findings show that scientific support and careful wording can sustain such claims — particularly in competitive categories like oral care where ingredient efficacy is a point of market differentiation.

Source: GlobalNewswire

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