In National Advertising Division Challenge, Dr.Dent Voluntarily Discontinues Teeth Whitening Strip Claims
New York, NY – April 14, 2026 – Following a BBB National Programs’ National Advertising Division challenge brought by GuruNanda, LLC, Writesy LLC d/b/a Dr.Dent voluntarily discontinued claims for its Purple Whitening Strips.
GuruNanda and Dr.Dent each market and sell teeth whitening strips. GuruNanda challenged express and implied claims made on product packaging, in TikTok videos, and on the Dr.Dent website and Amazon.com regarding, among other things, the benefits, efficacy, and safety of Dr.Dent’s Purple Whitening Strips.
During the inquiry, Dr.Dent informed NAD that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Dr.Dent stated that it “respects the self-regulatory process and thanks NAD for its time.”
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. This press release shall not be used for advertising or promotional purposes.
GuruNanda and Dr.Dent each market and sell teeth whitening strips. GuruNanda challenged express and implied claims made on product packaging, in TikTok videos, and on the Dr.Dent website and Amazon.com regarding, among other things, the benefits, efficacy, and safety of Dr.Dent’s Purple Whitening Strips.
During the inquiry, Dr.Dent informed NAD that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Dr.Dent stated that it “respects the self-regulatory process and thanks NAD for its time.”
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. This press release shall not be used for advertising or promotional purposes.