National Advertising Division Recommends GuruNanda Discontinue "Enamel Safe" Claims for Whitening Products
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.”
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.
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.”
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.