New York, NY – February 18, 2025 – A panel of the National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, recommended that GuruNanda, LLC discontinue “natural teeth whitening” claims for its pulling oil product.
GuruNanda’s pulling oil, a mouthwash-type product, is based on a traditional Ayurveda practice that involves swishing oils, such as coconut, sesame, and sunflower oil, between the teeth to promote oral health.
The advertising at issue had been challenged by The Procter & Gamble Company before BBB National Programs’ National Advertising Division (NAD). Following NAD’s decision (Case No. 7377), GuruNanda appealed NAD’s recommendation to discontinue the “natural teeth whitening” claim.
The NARB panel determined that NAD’s decision should be affirmed because the two clinical studies submitted by GuruNanda in support of its claim were not sufficiently rigorous to meet the standard of competent and reliable scientific evidence applicable here.
The NARB panel further noted that while the results in these exploratory studies may well point to a possible whitening effect for swishing oil, the research to date does not satisfy the standards for scientific claim support.
Therefore, the NARB panel recommended that GuruNanda discontinue the claim “natural teeth whitening.”
In its advertiser statement, GuruNanda stated that though it “strongly disagrees with NARB’s analysis,” it will “comply with NARB’s recommendation.” GuruNanda further stated that “additional scientific studies were already underway…that will continue to demonstrate” the product’s whitening abilities.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB procedures, this release may not be used for advertising or promotional purposes.
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 Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
