In National Advertising Division Fast-Track SWIFT Challenge, Oral Essentials Voluntarily Modifies “Made in USA” Claims

New York, NY – December 19, 2024 – In a BBB National Programs’ National Advertising Division Fast-Track SWIFT challenge, Oral Essentials, Inc. agreed to permanently modify its claim that certain Oral Essentials oral healthcare products are “Made in USA.”

Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). GuruNanda and Oral Essentials are competitors in the oral care market.

GuruNanda challenged Oral Essentials’ claim that its Lumineux products, including its mouthwashes and toothpastes, were marketed as “Made in USA” across packaging, online, and other marketing materials when the products include ingredients that come from outside the United States.

The Federal Trade Commission’s (FTC) standard for “Made in USA” claims requires that the product and its ingredients or components be “all or virtually all” made and sourced in the U.S.

Oral Essentials stated that it would permanently discontinue the “Made in USA” claim on its products and modify the claim to “Made in USA with US and globally sourced ingredients,” which NAD found to be consistent with the FTC’s Made in USA standard. NAD will treat the permanently discontinued claim, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Oral Essentials stated they “appreciate NAD finding the modified claim is consistent with FTC’s Made in USA Standard.”

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 (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD 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.  

In National Advertising Division Fast-Track SWIFT Challenge, Oral Essentials Voluntarily Modifies “Made in USA” Claims

New York, NY – December 19, 2024 – In a BBB National Programs’ National Advertising Division Fast-Track SWIFT challenge, Oral Essentials, Inc. agreed to permanently modify its claim that certain Oral Essentials oral healthcare products are “Made in USA.”

Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). GuruNanda and Oral Essentials are competitors in the oral care market.

GuruNanda challenged Oral Essentials’ claim that its Lumineux products, including its mouthwashes and toothpastes, were marketed as “Made in USA” across packaging, online, and other marketing materials when the products include ingredients that come from outside the United States.

The Federal Trade Commission’s (FTC) standard for “Made in USA” claims requires that the product and its ingredients or components be “all or virtually all” made and sourced in the U.S.

Oral Essentials stated that it would permanently discontinue the “Made in USA” claim on its products and modify the claim to “Made in USA with US and globally sourced ingredients,” which NAD found to be consistent with the FTC’s Made in USA standard. NAD will treat the permanently discontinued claim, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Oral Essentials stated they “appreciate NAD finding the modified claim is consistent with FTC’s Made in USA Standard.”

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 (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD 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.  

Contact Information

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