The National Advertising Division (NAD) of the Council of Better Business Bureaus is recommending that Philips Oral Healthcare drop some advertising claims about one of its Sonicare electric toothbrushes.
The recommendation comes after Procter & Gamble, manufacturer of Oral-B electric toothbrushes, challenged claims made in Philips' "Start Your Day commercials for the Sonicare FlexCare Platinum Connected toothbrush.
The voiceover in the commercial states, "Compared to Oral-B 7000, Philips Sonicare FlexCare Platinum removes significantly more plaque," while accompanying text reads "Removes significantly more plaque* versus Oral-B. *Philips Sonicare FlexCare Platinum with InterCare brush head, in deep clean mode, after a single use vs. Oral-B 7,000."
The advertisement also compares the sound of the Sonicare FlexCare Platinum Connected with the sound of the Oral-B 7000, with the voiceover stating, "This is the sound of sonic technology cleaning deep between teeth. Hear the difference?"
In its review, the NAD noted the commercial implies long-term improved oral health and plaque removal compared with Oral-B toothbrushes, not just after a single use. It also concluded that the commercial suggests that the sound of sonic technology is associated with superior performance. NAD determined both implications are unsupported and recommended Sonicare discontinue the claims.
Philips said it will appeal the NAD's suggestion, stating that the company "respectfully disagrees with the NAD's findings and recommendation regarding the 'Start Your Day' advertisement."
