Cosmetic Claims: Practical Advice / Recommendations for Dealing with Advertising Claims Part 2: Products for Dental and Oral Care

Advertising claims in the cosmetics sector serve to inform the end consumer about the qualities and characteristics of cosmetic products. They are essential instruments to differentiate between products; they stimulate innovation and foster competition. For cosmetic product claims to adequately serve their purpose, it is important to ensure that they are fair and do not mislead the consumer. The second part supplements the recommendation [1] of the GÖCH Working Group “Cosmetic Claims” published in 2019 with examples of evidence of efficacy and associated claim possibilities for dental and oral care products in each case. Special attention is paid to questions of borderline cases, the evaluation of fluoridated and fluoride-free products as well as tooth whitening products. This document is also intended to be of particular help to small and medium-sized enterprises.