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.

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 20 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 fair competition 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 create fair competition for business.  

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.

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 20 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 fair competition 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 create fair competition for business.  

Contact Information

Name: Jennifer Rosenberg
Email: [email protected]
Job Title: media relations
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