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Important information

• Advertising Review:

  On July 23, 2024, BBB requested Dr. Brite to modify, substantiate or discontinue a claim made on their website (https://www.drbrite.com/collections/toothpaste/products/kids-anti-plaque-toothpaste-berrylicious?variant=41271826677820), (https://www.drbrite.com/collections/toothpaste/products/healthy-gums-toothpaste-mint?variant=41271825989692), (https://www.drbrite.com/collections/toothpaste/products/anti-plaque-toothpaste-mint?variant=41271835131964), (https://www.drbrite.com/collections/toothpaste/products/kids-anti-plaque-toothpaste-berrylicious?variant=41271826677820), (https://www.drbrite.com/collections/toothpaste/products/kids-toothpaste-natural-strawberry-sky-children-organic-vegan-gluten-free-fluoride-free?variant=21671244628028) that reads:
  
  “Clinically Proved - Based on a study conducted by University of California, Irvine, Dr. Brite oral care is clinically-proven to better reduce plaque, gum inflammation, and gum bleeding than leading conventional oral care products.”
  “Award Winning”
  “Backed by Science Clinically proven to better reduce plaque, gum inflammation, and bleeding than conventional oral care.”
  “Award-Winning Formula - Not to brag, but our toothpaste has received numerous awards from Burt's Bee's and the Natural Products Expo.”
  “Our award-winning kid's mineral toothpaste is specially made to strengthen enamel and fight cavities, all without iffy ingredients.“
  
  Advertisers must be prepared to substantiate such claims per BBB's Code of Advertising. 
  
  BBB's Code of Advertising Section 29.1 and 29.2 of the Code states that expressions of opinion or personal evaluation of the intangible qualities of a product or service are likely to be considered puffery. Such claims are not subject to the test of truth and accuracy and would not need substantiation. Puffery may include statements such as “best food in the world” and “we try harder” as well as other individual opinions, statements of corporate pride, exaggerations, blustering and boasting statements upon which no reasonable buyer would be justified in relying. Puffery also includes general claims of superiority over comparable products that are so vague that it can be understood as nothing more than a mere expression of opinion. In addition, Section 34, states claims relating to performance, energy savings, safety, efficacy or results for a product or service should be based on recent and competent testing or other objective data.
  
  As of August 09, 2024 the business has not responded to BBB's request.