National Advertising Division Recommends Oral Essentials Discontinue “Microbiome Safe” Claim for Lumineux Mouthwash

New York, NY , April 30, 2025 (GLOBE NEWSWIRE) — In a Fast-Track SWIFT challenge brought by competitor GuruNanda, LLC, BBB National Programs’ National Advertising Division recommended that Oral Essentials, Inc. discontinue the claim that its Lumineux mouthwash products are “Microbiome Safe.”

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

To back its “microbiome safe” claim, Oral Essentials submitted an in vitro study examining the effect of four mouthwash variants on five prominent species of bacteria linked to plaque, gingivitis, and cavities. The study reported the use of mouthwash did not decrease the population of any of the five strains of bacteria.

NAD found the in vitro study was not a good fit to support the challenged claim. In this study, only five out of the numerous species of bacteria in the mouth were tested, which is insufficient to support a claim that the product is safe for the entire microbiome.

NAD also questioned the in vitro study’s real-world relevance to consumer use and noted that although the study concluded that there was “[n]o decrease” for every strain of bacteria tested, the numbers reveal that some strains did see a decrease in population.

NAD therefore concluded that Oral Essentials has not met its burden of providing a reasonable basis for the claim that its mouthwash products are “Microbiome Safe” and recommended the challenged claim be discontinued.

In its advertiser statement, Oral Essentials stated, “As a strong supporter of NAD, Oral Essentials will follow NAD’s recommendations.”

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. Per NAD/NARB Procedures, this release may not be used for 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 20 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 fair competition 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 (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business.

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