Oral Essentials Inc. agreed to permanently change its “Made in USA” claim for Lumineux oral care products after a challenge at BBB National Programs’ National Advertising Division (NAD), the group announced on December 19, 2024.
The case
- Competitor GuruNanda brought a fast-track SWIFT challenge to the claim on Lumineux mouthwashes and toothpastes.
- GuruNanda said the products contain ingredients from outside the USA.
- Oral Essentials dropped the unqualified claim and now uses “Made in USA with US and globally sourced ingredients.”
- NAD found the new wording consistent with the FTC’s Made in USA standard.
Why it matters for Made in USA
An unqualified Made in USA claim requires “all or virtually all” USA content. A qualified claim that names imported ingredients is the standard fix for products made here with foreign inputs.
FAQ
Who challenged the claim?
GuruNanda, a competing oral care brand.
What is the new claim?
“Made in USA with US and globally sourced ingredients.”
Is a qualified claim allowed?
Yes. NAD found it consistent with the FTC standard.
Source & credit
Source: BBB National Programs, December 19, 2024: “In National Advertising Division Fast-Track SWIFT Challenge, Oral Essentials Voluntarily Modifies ‘Made in USA’ Claims”.