Boka Oral Care Claims Deemed Misleading by Advertising Watchdog

National Advertising Review Board Recommends Discontinuing Unsubstantiated Teeth Whitening, Remineralization Claims

The National Advertising Review Board (NARB) has ruled that Essor Group, Inc., maker of Boka oral care products, must halt claims that its toothpaste and mouthwash, featuring nano-hydroxyapatite (n-HA) instead of fluoride, remineralize teeth, whiten teeth, and freshen breath.

The decision, following a challenge by Procter & Gamble (P&G), maker of Crest, exposes a lack of scientific evidence supporting Boka’s marketing, potentially misleading consumers seeking effective dental care.

The NARB found Essor’s claims, including “remineralizes enamel” and “fresher breath,” lacked credible testing or endorsements from the FDA or American Dental Association.

Essor, while disagreeing, pledged compliance but insisted its claims are backed by extensive research.

This ruling highlights the need for robust evidence in health-related advertising, protecting consumers from unverified product promises in a competitive $40 billion oral care market.