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

Following a challenge brought by competitor GuruNanda, LLC, BBB National Programs’ National Advertising Division determined that The Procter & Gamble Company (P&G) provided a reasonable basis for whitening claims for its Crest 3D Whitestrips products.

New York, NY, Aug. 25, 2025 (GLOBE NEWSWIRE) -- Following a challenge brought by competitor GuruNanda, LLC, BBB National Programs’ National Advertising Division determined that The Procter & Gamble Company (P&G) provided a reasonable basis for whitening claims for its Crest 3D Whitestrips products.

At issue for the National Advertising Division (NAD) were P&G’s express claims “[X] Levels Whiter” and “Levels [X] Whiter” that appear on the product labeling of Crest 3D Whitestrips, with the levels ranging from “4” to “34” depending on the product, as well as implied claims that whiteness improvement is a typical result achieved by the majority of consumers who use the products.

NAD found that P&G’s clinical studies and meta-analysis provided a reasonable basis for the claims, supporting P&G’s express “levels whiter” claims. NAD did not find that the “[X] Levels Whiter” claims convey the message that the products will whiten teeth the number of shades specified in the claims.

Additionally, NAD determined that P&G provided a reasonable basis for the implied claim that the advertised whiteness improvement is a typical result achievable by the majority of consumers.

In its advertiser’s statement, P&G stated it “appreciates the NAD’s thorough consideration of the advertising.”

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.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

Name: Jennifer Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations

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