New York, NY – July 16, 2024 – BBB National Programs’ National Advertising Division has closed a Fast-Track SWIFT challenge initiated by Oral Essentials, Inc. regarding claims that competitor GuruNanda’s coconut pulling oil products, Coconut + Mint Pulling Oil and Cocomint Pulling Oil with 7 Essential Oils, can “naturally reverse a cavity” and “reverse cavities.”

Oral Essentials produces and markets oral hygiene products under its Lumineux brand. GuruNanda makes personal and oral care products focusing on holistic care.

Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD).

The challenged claims appeared in videos on influencers’ TikTok and Instagram accounts, with some reposted to GuruNanda’s official Instagram page.

GuruNanda informed NAD that it would permanently discontinue the challenged claims, including content made by affiliated influencers and content reposted to its own advertising and social media pages. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, GuruNanda stated that it will comply with NAD’s decision and that it “did not authorize these claims,” however it is “committed to truthful advertising and will use every resource available to ensure that parties known to us, by any means, who are making these false statements about our products will cease making such claims.”

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 of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division 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:
Jennie Rosenberg
Media Relations
BBB National Programs
[email protected]