The U.S. National Advertising Division recommended that Oral Essentials continue to discontinue its “30 minutes to whiter teeth” claim for Lumineux strips, after reviewing new substantiation.
The same decision noted that a separate sensitivity-related claim had previously been found reasonably supported.
Read the NAD decision ↗Ultradent introduced Opalescence Go Advanced, a prefilled whitening tray designed for one-step placement without an additional outer placement tray.
Its fit and convenience advantages are manufacturer claims; independent user-performance evidence would need separate review.
See what Ultradent announced ↗Selected developments with original links. Filter by topic or search a company, ingredient or claim.
NAD recommended that Oral Essentials discontinue the 30-minute whitening claim after reopening its review of the evidence. NAD's separate favorable finding on the product's sensitivity-related claim should not be confused with this outcome.
Source: NAD decision ↗Source type: Self-regulatory advertising decisionThe manufacturer describes a one-step product that eliminates the outer placement tray. This describes the company's announced design, not an independent evaluation of comfort or efficacy.
Source: Ultradent release ↗Source type: Manufacturer announcementAcquisition was completed on August 14, U.S. time. Mitsui announced post-acquisition plans involving Ultradent and Kulzer, including possible cross-selling and technology collaboration. Outcomes remain unproven.
Source: Mitsui Chemicals release ↗Source type: Corporate announcementAn in-vitro study using extracted teeth assessed whitening and enamel-related measures with PAP and peroxide-based agents. Its findings cannot establish long-term clinical consumer results.
Source: PubMed record ↗Source type: Laboratory study