Core Points - GuruNanda has challenged the claims made by Crest regarding its Pro-Health Gum Detoxify toothpaste, asserting that the product name implies a comprehensive detoxification of gums and the mouth [1][2] - The National Advertising Division (NAD) concluded that the "Gum Detoxify" claim is specifically related to plaque and gingivitis, rather than a broad detoxification [3][4] - NAD found that P&G provided sufficient scientific evidence supporting the effectiveness of the stannous fluoride in neutralizing plaque bacteria and binding toxins [4][6] - The term "neutralizes" in the claim regarding plaque bacteria does not imply complete effectiveness, but rather a measurable benefit [5][6] - GuruNanda also contested the display of the ADA Seal on Crest Gum Detoxify packaging, but NAD determined that it was properly displayed and did not mislead consumers regarding the product's benefits [7]