National Advertising Division Finds Procter & Gamble’s Stain Removal Claims for Crest 3D Whitestrips Supported

Following a challenge from GuruNanda LLC, BBB National Programs National Advertising Division determined that The Procter & Gamble Company (P&G) provided a reasonable basis for quantified express claims that its Crest 3D Whitestrips remove years of stains.

New York, NY, Oct. 27, 2025 (GLOBE NEWSWIRE) -- Following a challenge from GuruNanda LLC, BBB National Programs National Advertising Division determined that The Procter & Gamble Company (P&G) provided a reasonable basis for quantified express claims that its Crest 3D Whitestrips remove years of stains.

P&G and GuruNanda are competitors in the oral care market. P&G’s Crest 3D Whitestrips come in multiple versions each with a different concentration of hydrogen peroxide, application duration, and number of treatments to allow consumers to choose how fast they want to whiten their teeth. Product labels state the time required to remove a specified number of years of stains, such as “Removes Years of Stains in Just 1 Hour” and “Removes 10 Years of Tough Set-In Stains.”

P&G explained that Crest 3D Whitestrips work by using hydrogen peroxide to remove intrinsic yellowing from teeth, which generally cannot be removed by brushing or by routine dental cleaning. P&G submitted four meta-analyses that determined the rate at which teeth yellow over time. These studies concluded that intrinsic yellowing is affected only by age, and that all teeth yellow at the same rate every year, called the Yellow Slope Value. P&G also submitted four clinical studies testing its products’ efficacy to determine how much less yellow the teeth became after treatment. Finally, knowing the change in yellowness and the rate at which teeth yellow per year, P&G calculated years of stain removal by dividing the product efficacy by the Yellow Slope Value.

Based on the evidence, NAD concluded that P&G’s “Years of Stains” claims for Crest 3D Whitestrips were substantiated.

In its advertiser statement, P&G stated that it “appreciates NAD’s clear reasoning and consistent application of its standards.”

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 create fair competition for business.  

Name: Jennifer Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: media relations

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