New York, NY – March 17, 2025 – Following a challenge from Oral Essentials, Inc. (OEI), BBB National Programs’ National Advertising Division reviewed claims made by GuruNanda LLC for its Premium & Signature
Whitening Strips, Pro-Formula Whitening Gel Pen, and Oxyburst Mouthwash regarding their ability to whiten teeth without causing sensitivity or enamel damage.
OEI and GuruNanda are competitors in the teeth whitening market, with OEI offering hydrogen peroxide-free products while GuruNanda’s products contain hydrogen peroxide.
At issue for the National Advertising Division (NAD) was GuruNanda’s “enamel safe” claim. GuruNanda contended that its products are safe due to their low peroxide concentrations, referencing studies demonstrating the ability of hydrogen peroxide to whiten teeth without damaging the enamel in a variety of conditions and hydrogen peroxide concentrations, expert opinions, and an in vitro study of its own product that it argued demonstrated its products do not damage enamel.
NAD determined that GuruNanda’s in vitro study had design flaws that rendered it insufficient to support an “enamel safe” claim. Therefore, NAD recommended that GuruNanda discontinue the “Enamel Safe” claim for its Premium & Signature Whitening Strips and Pro-Formula Whitening Gel Pen.
During the proceeding, GuruNanda informed NAD that it discontinued its sensitivity claims. NAD will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, GuruNanda stated they “will comply with NAD’s recommendations although it disagrees with NAD’s assessment.”
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
