The National Advertising Division (NAD) of BBB National Programs will treat several advertising claims for InoPro Whitening Strips as discontinued after an inquiry prompted by rival Oral Essentials, Inc.
Oral Essentials challenged express and implied statements by Smile&Shine Essentials, Inc. about the strips’ benefits, efficacy and safety — including claims of instant whitening, enamel safety and no sensitivity. The challenges targeted content on Smile&Shine’s website and its Amazon listings.
During the review, Smile&Shine told the NAD it had permanently discontinued the challenged claims. Because the advertiser withdrew the statements, the NAD did not evaluate them on their merits and will treat the removal as though it had recommended discontinuation for compliance purposes.
In an advertiser statement, Smile&Shine said it “will fully comply with the NAD decision.”
Summaries of all BBB National Programs case decisions are available in the organization’s case decision library.
