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

Core Points - The National Advertising Division (NAD) found that Procter & Gamble (P&G) provided a reasonable basis for its whitening claims regarding Crest 3D Whitestrips products [1][3] - P&G's claims of "[X] Levels Whiter" and "Levels [X] Whiter" were evaluated, with levels ranging from "4" to "34" [2] - NAD concluded that P&G's clinical studies and meta-analysis supported the express claims, and the implied claim of typical results for consumers was also reasonable [3] Company Insights - P&G expressed appreciation for NAD's thorough consideration of its advertising claims [4] - The NAD plays a crucial role in ensuring the truthfulness of advertising across the U.S., providing independent self-regulation and dispute resolution services [6] Industry Context - BBB National Programs, which oversees NAD, has been enhancing consumer trust in business for over 50 years through various self-regulation programs [5] - The organization aims to create a fairer playing field for businesses while improving consumer experiences [5]