New York, NY, Dec. 4, 2025 (GLOBE NEWSWIRE) — Smile&Shine Essentials, Inc. has discontinued advertising claims for its INOPRO® Whitening Strips following a challenge from competitor Oral Essentials, Inc., according to the BBB National Programs’ National Advertising Division (NAD).
Oral Essentials raised concerns about statements on Smile&Shine’s website and Amazon listing, including claims of instant whitening, enamel safety, and zero sensitivity.
Smile&Shine informed NAD that it had permanently removed the contested claims. As a result, NAD did not evaluate the claims on their merits, treating the discontinuation as compliant with NAD guidelines.
In a statement, Smile&Shine confirmed it “will fully comply with the NAD decision.”
BBB National Programs, a non-profit organization overseeing U.S. industry self-regulation, provides independent dispute resolution and accountability services.
The organization operates over 20 programs addressing advertising, consumer trust, data privacy, and emerging business practices.
