GuruNanda, a brand known for its natural wellness products, has announced its plans to contest the National Advertising Division’s (NAD) recent ruling regarding its assertions about “natural teeth whitening.” The company is set to escalate the issue to the National Advertising Review Board (NARB) while also expressing its readiness to adhere to NAD’s guidance concerning the claim of being “dazzling from first application.”
Scrutiny of Advertising Claims
Following a challenge from Procter & Gamble Company, the NAD, which functions under the BBB National Programs umbrella, has urged GuruNanda to retract specific advertising claims related to its oil pulling and teeth whitening offerings.
This step underscores NAD’s commitment to ensuring truthful advertising and protecting consumers’ rights.
GuruNanda’s promotional materials included statements suggesting that its oil pulling products could achieve “natural teeth whitening” and that its Pro Formula Whitening Gel Pen would deliver a dazzling effect with its very first use.
After a thorough investigation, NAD determined that the evidence supporting these claims fell short, resulting in a recommendation for their removal.
The “Natural Teeth Whitening” Claim
The phrase “natural teeth whitening” was prominently displayed on the packaging and website of GuruNanda’s oil pulling products.
In its defense, the company presented two studies to substantiate this claim.
However, NAD concluded that these studies lacked the necessary credibility and reliability, leading to its recommendation that the claim be discontinued.
NAD stressed that claims regarding efficacy must be backed by robust, credible evidence.
In this instance, the studies did not meet the required standards to support the product’s whitening claims, rendering them untenable.
GuruNanda’s Response and Appeal Plans
The assertion “dazzle from first application” was found on the packaging of GuruNanda’s Pro Formula Whitening Gel Pen.
Given that the product is marketed as a whitening gel, NAD noted that consumers likely interpret “dazzle” as an indication of immediate teeth whitening benefits.
The division remarked on the lack of sufficient evidence demonstrating that users experienced noticeable whitening effects at the moment of application or within the subsequent 45 minutes.
Consequently, NAD recommended the retraction of this claim to ensure it accurately reflects the product’s actual performance.
Throughout the investigation, GuruNanda took proactive steps by voluntarily eliminating several disputed claims, a decision that NAD acknowledged and will regard as if it had officially recommended the cessation of those assertions.
In light of NAD’s findings, GuruNanda has stated its intention to appeal the ruling related to the “natural teeth whitening” claim while agreeing to comply with the NAD’s guidance regarding the “dazzling from first application” assertion.
By taking these actions, GuruNanda aims to navigate the complexities of advertising regulations while standing firm on the integrity of their products.
Source: Cosmeticsdesign