US EditionNational Advertising Division Recommends Essor Group Discontinue Certain Claims for its Boka Oral Care Products; Essor to Appeal
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National Advertising Division Recommends Essor Group Discontinue Certain Claims for its Boka Oral Care Products; Essor to Appeal
New York, NY – May 1, 2025 – Following a challenge brought by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division found that Essor Group, Inc. provided a reasonable basis for claims that its Boka toothpastes are made with Nano-hydroxyapatite (nHA). However, the National Advertising Division (NAD) recommended that Essor discontinue claims that Boka toothpaste remineralizes and whitens teeth, as well as prebiot…
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