P&G, National Advertising Division Challenge GuruNanda on Oil Pulling Claims

The BBB National Programs’ National Advertising Division (NAD) is asking GuruNanda, LLC to discontinue “natural teeth whitening” and “dazzle from first application” claims for its oil pulling and teeth whitening products per challenges brought on by Procter & Gamble.

GuruNanda will reportedly appeal the NAD’s decision regarding its “natural teeth whitening” claim.

Natural Teeth Whitening

GuruNanda claims on its pulling oil labels and website that the oils offer “natural teeth whitening,” and submitted two studies to NAD to support the claim. NAD concluded that the studies were not sufficiently reliable to provide a reasonable basis for the challenged whitening claim and recommended that GuruNanda discontinue the “natural teeth whitening” claim.

Dazzle From First Application

The claim “Dazzle from first application” appears on the GuruNanda Pro Formula Whitening Gel Pen packaging. NAD concluded that the claim, in the context of a product named “whitening gel pen,” communicates the message that the product whitens teeth and that the word “dazzle” will be understood by consumers to be synonymous with whiten. NAD also noted that some consumers might expect noticeable benefits immediately.

Officials say there is no evidence in the record demonstrating that the product whitens either at the beginning of the first application or immediately after the first 45 minutes have passed.

During the proceeding, GuruNanda voluntarily agreed to permanently discontinue several challenged claims. Consequently, NAD will treat the claims, for compliance purposes, as though NAD recommended they be discontinued, officials said.

In its advertiser statement, GuruNanda said it will “respectfully appeal NAD’s decision as to ‘natural teeth whitening’” to the National Advertising Review Board (NARB), and “agrees to comply with NAD’s recommendation as to ‘dazzling from first application.’”