Following National Advertising Division Challenge, Smile&Shine Voluntarily Discontinues Claims for INOPRO® Whitening Strips
New York, NY – December 4, 2025 – Following a challenge brought by Oral Essentials, Inc., BBB National Programs’ National Advertising Division reviewed advertising claims made by Smile&Shine Essentials, Inc. for its INOPRO® Whitening Strips, including statements regarding instant whitening, enamel safety, and no sensitivity.
Oral Essentials and Smile&Shine compete in the marketing and sales of teeth whitening strips. Oral Essentials challenged express and implied claims made on Smile&Shine’s website and on Amazon regarding the benefits, efficacy, and safety of INOPRO® Whitening Strips.
During the inquiry, Smile&Shine informed the National Advertising Division (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, Smile&Shine stated that it “will fully comply with the NAD decision.”
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 promotional purposes.
Oral Essentials and Smile&Shine compete in the marketing and sales of teeth whitening strips. Oral Essentials challenged express and implied claims made on Smile&Shine’s website and on Amazon regarding the benefits, efficacy, and safety of INOPRO® Whitening Strips.
During the inquiry, Smile&Shine informed the National Advertising Division (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, Smile&Shine stated that it “will fully comply with the NAD decision.”
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 promotional purposes.