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Oral Essentials must stop claiming Lumineux Whitening Strips whiten teeth in 30 minutes after flawed studies.

Market News
22 Oct 2026
Globe News Wire
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Neutral
Oral Essentials must stop claiming Lumineux Whitening Strips whiten teeth in 30 minutes after flawed studies.

The BBB National Programs' National Advertising Division recommended Oral Essentials discontinue its claim that Lumineux Whitening Strips whiten teeth in 30 minutes. This followed a challenge by Procter & Gamble and a review of new studies submitted by Oral Essentials, which were found to be flawed or unreliable. Although the claim that the product whitens without sensitivity was supported, the 30-minute whitening claim was not. Oral Essentials has agreed to comply with the recommendation and has stopped using the claim in its advertising.

Procter & Gamble (PG) shares rose 6.16% to USD 166.66 as of Oct 22, 2026 22:52 WIB on Pluang. The stock trades near its 52-week high of USD 167.18 with a market cap of $364.29B. Pluang investors hold PG for an average of 132 days, showing steady interest despite the advertising claim dispute.

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