Migliaccio & Rathod LLP is currently investigating Oral Essentials for potentially deceptive advertising practices relating to its “Certified Non Toxic” mouthwash claim. The company prominently advertised its products as carrying a certification of being “Non Toxic,” but a recent challenge before the National Advertising Division (NAD) determined that this claim was not properly substantiated.
Concerns About False Certification Claims and Consumer Deception
In January 2025, a rival company filed a business-to-business advertising challenge against Oral Essentials, questioning the validity of its “Certified Non Toxic” labeling. After review, the NAD recommended that Oral Essentials discontinue use of this certification language, finding that the company could not support its claim.
Such misrepresentation may give consumers a false sense of security about product safety and ingredient standards. In the personal care and oral health industry, trust is especially important when consumers rely on certifications to evaluate product risks and benefits.
Why This Matters for Consumers
When companies make unsupported claims of certification or safety, consumers may pay a premium or choose one product over another based on misleading information. “Certified Non Toxic” suggests an independent, verified standard, which, according to the NAD, was not the case for Oral Essentials. Deceptive claims undermine consumer confidence and may expose individuals to ingredients or risks they believed were ruled out.
Did You Purchase Oral Essentials Mouthwash?
If you purchased Oral Essentials’ mouthwash marketed as “Certified Non Toxic,” you may have been misled by these advertising claims. We are investigating potential consumer harm and false advertising practices.
Please complete the questionnaire below. For more information or to submit documentation, contact us at [email protected] or call (202) 470-3520.