Advertising body backs Oral-B toothbrush claims

The National Advertising Division (NAD) of the Council of Better Business Bureaus has determined that Procter & Gamble's (P&G) advertising claims about the superior clean of its Oral-B Pro 5000 and 70000 electric toothbrushes are supported by scientific evidence.

On its website and in videos, P&G claimed that its Oral-B Pro Series toothbrush with a CrossAction brush head is superior to the Sonicare DiamondClean. The claims were challenged by Philips Oral Healthcare, maker of the Sonicare toothbrush line.

The NAD reviewed several claims, including the following:

• "Oral-B cleans better by removing up to 22% more plaque than Sonicare and 33% more plaque in hard to reach places. Plus it's even 32% better at improving gum health."
• "Oral-B delivers clinically proven superior clean versus Sonicare DiamondClean."
• "Better than Sonicare's Best (Most Expensive Brush)"

The advertising division concluded that, when combined, the studies on which the claims are based constituted "reliable scientific evidence" and a "reasonable basis" for the comparison.

However, the NAD recommended that Procter & Gamble modify its website and videos to clarify the comparison of the Sonicare DiamondClean and Oral-B Pro 5000 and 7000 toothbrush. In a statement, P&G said it will agree to comply with the recommendations.

In a separate press release, the NAD also recommended that Philips discontinue two broadcast commercials for the company's Sonicare toothbrushes that were challenged by P&G.

After a review, the NAD determined that the challenged advertisements ("Innovative Technology" and "Most Loved") "reasonably conveyed the unsupported messages that Sonicare provides better cleaning and healthier gums than Oral-B." The NAD noted that Philips had revised the "Innovative Technology" commercial during its review process.

Philips said in a statement that it would comply with the NAD's recommendation.

Philips could not be reached by press time for a comment.

The NAD is part of the Advertising Self-Regulatory Council (ASRC), a coalition of multiple advertising and business agencies. The goal of the ASRC is to promote truth in advertising.