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How to Earn the ADA Seal Acceptance

Looking for ways to differentiate your company's oral care products from the scores of others that line store shelves? The ADA Seal of Acceptance.

The ADA conducted a survey of a nationally representative sample of consumers on how they viewed the ADA Seal. The results are quite interesting—63% of consumers responded that the ADA Seal on a product simplifies their purchasing decision, 73% said they preferred products with the Seal, and 69% said they would pay more for an oral care product that displays the Seal. They recognize the Seal as a symbol of safety and efficacy—it takes the guesswork out of purchasing.

Participation in the ADA Seal program is voluntary.

To request an ADA Seal submission packet, contact the Council on Scientific Affairs via email at or call 312.440.2500. An ADA Seal Application, fees and product samples along with the required data/studies must be submitted to the Council.

Three key points for a product submission

1. Product Evaluation

An application must include data from clinical and/or laboratory studies that demonstrate safety and efficacy according to product category requirements developed by the ADA Council on Scientific Affairs. It is reviewed by the Council, as well as Science Institute staff. In most cases, the ADA Laboratory tests the product in-house to verify supporting data. Only after a product has demonstrated its safety and efficacy will the Council award the Seal to that product.

2. Product Submission Fees

Companies pay a submission fee when they apply for the Seal to cover the cost of the evaluation. Submission fees are a one-time, non-refundable fee required with the application. Annual maintenance fees are billed to the company every January. Participation fees as of January 2017 are:

Submission: $15,000    Maintenance: $4,000

3. Use of the ADA Seal of Acceptance

Notification of a product’s acceptance into the ADA Seal program is made in writing by the Council. The company may begin use of the ADA Seal of Acceptance following the execution of the standard ADA Seal license agreement, which is valid for a five-year period provided that the product continues to meet the original agreement. All companies must adhere to the ADA Seal Brand Standards when using the ADA Seal logo.