In National Advertising Division Case, GuruNanda Voluntarily Discontinues Claims Made through Influencers for Coconut Pulling Oil Products
New York, NY – July 16, 2024 – BBB National Programs’ National Advertising Division has closed a Fast-Track SWIFT challenge initiated by Oral Essentials, Inc. regarding claims that competitor GuruNanda’s coconut pulling oil products, Coconut + Mint Pulling Oil and Cocomint Pulling Oil with 7 Essential Oils, can “naturally reverse a cavity” and “reverse cavities.”
Oral Essentials produces and markets oral hygiene products under its Lumineux brand. GuruNanda makes personal and oral care products focusing on holistic care.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
The challenged claims appeared in videos on influencers’ TikTok and Instagram accounts, with some reposted to GuruNanda’s official Instagram page.
GuruNanda informed NAD that it would permanently discontinue the challenged claims, including content made by affiliated influencers and content reposted to its own advertising and social media pages. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, GuruNanda stated that it will comply with NAD’s decision and that it “did not authorize these claims,” however it is “committed to truthful advertising and will use every resource available to ensure that parties known to us, by any means, who are making these false statements about our products will cease making such claims.”
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 shall not be used for advertising or promotional purposes.
Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.
Latest Decisions
National Advertising Division Recommends Comcast Discontinue or Modify Comcast Business Internet’s “12x Faster” Claim
New York, NY – October 17, 2024 – In a challenge brought by AT&T, the National Advertising Division (NAD) recommended Comcast, in connection with Comcast Business Internet discontinue or modify the claim “Comcast Business Internet has speeds up to 12x faster than Verizon, AT&T, and T-Mobile.”
In National Advertising Division Fast-Track SWIFT Case, Reckitt Voluntarily Discontinued “#1 Recommended” Claim for Finish Dishwashing Detergent
New York, NY – October 16, 2024 – The National Advertising Division has closed a Fast-Track SWIFT challenge initiated by P&G following the voluntary discontinuation of claims made by Reckitt Benckiser that its Finish dishwashing detergent is the “#1 Recommended in America.”
NAD Recommends Charter Discontinue or Modify Spectrum Internet “Fastest Speeds in More Neighborhoods than Any Other Provider” Claim
New York, NY – October 10, 2024 – The National Advertising Division recommended Charter discontinue or modify the claim that “Spectrum offers the fastest speeds in more neighborhoods than any other provider” to avoid conveying the unsupported message that Charter offers the fastest speeds and is available in...
National Advertising Division Recommends Promotion in Motion Discontinue or Modify Certain Welch’s Fruit Snack Commercials
New York, NY – September 30, 2024 – The National Advertising Division recommended that PIM Brands discontinue certain television commercials for its Welch’s Fruit Snacks or modify the advertising to avoid conveying the message that competing fruit snacks are worthless.