Davids Health Sciences has qualified the “Proudly made in USA” claim for its Pulling Oil Oral Rinse after a challenge at BBB National Programs’ National Advertising Division (NAD), the group announced on October 30, 2026.
The decision
- Competitor GuruNanda challenged Davids’ oral health claims and its USA-origin claim. The two companies compete in oral care.
- Davids permanently dropped the oral health claims and changed the origin claim to “Proudly made in USA with domestic and imported materials.”
- Since GuruNanda did not object to the new wording, NAD did not review it. NAD will treat the original, unqualified claim as though it recommended the change.
- Davids said it “agrees to comply with NAD’s recommendations.”
Why it matters for Made in USA
An unqualified Made in USA claim must meet the FTC’s “all or virtually all” standard. Adding “with domestic and imported materials” is a common fix when some ingredients are imported. GuruNanda has used NAD before to challenge competitors’ USA claims in oral care. Related: NAD’s Bashlin Industries case.
FAQ
What did Davids change?
Its “Proudly made in USA” claim for Pulling Oil Oral Rinse now adds “with domestic and imported materials.”
Who brought the challenge?
GuruNanda, LLC, a competitor in oral care.
What is NAD?
The National Advertising Division of BBB National Programs, an industry self-regulation body that reviews advertising claims.
Source & credit
Source: BBB National Programs, October 30, 2026: “Following National Advertising Division Challenge, Davids Modifies and Discontinues Certain Claims for its Pulling Oil Oral Rinse”