23 March 2021

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BBB’s NAD issues recommendations for AAO regarding SmileDirectClub

Author: Katherine Pfaff

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The Better Business Bureau’s National Advertising Division (NAD), a watchdog of various industries’ advertising claims, has offered guidance regarding advertising by the American Association of Orthodontists (AAO), which cautions patients from using at-home teeth straightening services. AAO’s Happy Mouth campaign provided videos and a microsite with information that suggested that SmileDirectClub’s teledentistry and plastic teeth aligners service was “risky, dangerous, and ineffective” as well as that “medical professionals are not involved…” SmileDirectClub challenged the advertising claims. 

NAD sided with AAO’s claim that SmileDirectClub does not have medical professionals on-site, however, NAD suggested that claims that medical professionals are not involved in the process, that the use of aligners is risky and ineffective were unsupported.  NAD recommended the advertising making these claims be discontinued. AAO shared in a statement that though they disagreed with NAD’s findings, the organization would comply. AAO represents 19,000 orthodontists globally.

Source: https://www.prnewswire.com/news-releases/nad-finds-one-american-association-of-orthodontists-video-puffery-recommends-discontinuation-of-unsupported-implied-claims-about-competitors-platform-301238576.html