National Advertising Division Finds Procter & Gamble's Whitening Claims for Crest 3D Whitestrips Supported

Procter & Gamble's Crest 3D Whitestrips whitening claims have been found supported by the National Advertising Division. The claims "Levels [X] Whiter" and implied claims of typical whitening improvement have a reasonable basis according to clinical studies and meta-analysis. GuruNanda, LLC, the challenger, did not provide evidence to refute these claims.

In a recent decision, the National Advertising Division (NAD) of BBB National Programs determined that Procter & Gamble's (P&G) claims for its Crest 3D Whitestrips products are supported by a reasonable basis. The decision, issued on August 25, 2025, follows a challenge brought by GuruNanda, LLC, and addresses claims that the products can whiten teeth to varying levels and that such improvement is typical for most users [1].

The NAD reviewed P&G's express claims, such as "Levels [X] Whiter," which range from "4" to "34" depending on the product. The division found that P&G's clinical studies and meta-analysis provided a reasonable basis for these claims. The claims were deemed to accurately reflect the product's ability to whiten teeth, though they do not guarantee a specific number of shades [1].

Additionally, the NAD evaluated the implied claim that the advertised whiteness improvement is a typical result achieved by the majority of consumers. P&G's clinical studies and meta-analysis were found to support this claim as well. The division determined that the evidence provided by P&G was sufficient to substantiate the implied claim [1].

In its advertiser's statement, P&G expressed appreciation for the NAD's thorough consideration of the advertising claims. This decision highlights the importance of independent self-regulation in ensuring the truthfulness and accuracy of advertising in the United States [1].

References:
[1] https://www.globenewswire.com/news-release/2025/08/25/3138605/0/en/National-Advertising-Division-Finds-Procter-Gamble-s-Whitening-Claims-for-Crest-3D-Whitestrips-Supported.html