Core Insights - The National Advertising Division (NAD) determined that Procter & Gamble's (P&G) claims regarding Crest 3D Whitestrips effectively removing years of stains are substantiated [1][3] Company Overview - Procter & Gamble (P&G) competes in the oral care market with its Crest 3D Whitestrips, which come in various versions differing in hydrogen peroxide concentration, application duration, and treatment count [2] - The product labels highlight specific claims such as "Removes Years of Stains in Just 1 Hour" and "Removes 10 Years of Tough Set-In Stains" [2] Product Efficacy - P&G's Crest 3D Whitestrips utilize hydrogen peroxide to eliminate intrinsic yellowing from teeth, a type of discoloration that regular brushing or dental cleaning cannot address [2] - P&G provided four meta-analyses indicating that intrinsic yellowing is primarily influenced by age, establishing a consistent rate of yellowing known as the Yellow Slope Value [2] - Additionally, P&G submitted four clinical studies demonstrating the effectiveness of its products in reducing teeth yellowness, which allowed for the calculation of years of stain removal based on product efficacy and the Yellow Slope Value [2] Regulatory Outcome - The NAD concluded that P&G's claims regarding the removal of years of stains by Crest 3D Whitestrips were adequately supported by the evidence presented [3] - P&G expressed appreciation for NAD's reasoning and consistent application of standards in its advertiser statement [3]

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]