Skip to main content
Toggle Menu of ADA WebSites
ADA Websites
Toggle Search Area
Toggle Menu
e-mail Print Share
News Releases

Procter & Gamble Toothpaste Designed to Prevent and Reduce Enamel Erosion Earns ADA Seal of Acceptance

November 06, 2017

Contact Information:

CHICAGO, November 6, 2017 — The American Dental Association (ADA) today announced that the Crest Pro-Health Advanced, Deep Clean Mint is the first product to earn the ADA Seal of Acceptance in the enamel erosion category. 

Crest Pro Health Advanced Deep Clean MintThe ADA Council on Scientific Affairs accepted the toothpaste, a product of Procter & Gamble, based on the finding that the product is safe and has shown efficacy in helping to prevent or reduce enamel erosion from dietary acids, when used as directed.

Crest Pro-Health Advanced, Deep Clean Mint is also the first product to earn seven attributes of the ADA Seal: it helps prevent or reduce enamel erosion, helps prevent cavities, helps prevent and reduce plaque, helps prevent and reduce gingivitis, helps reduce tooth sensitivity, helps reduce bad breath and helps remove tooth surface stain.

Mia L. Geisinger, D.D.S., M.S., chair of the ADA Council on Scientific Affairs’ Seal Subcommittee, hopes this product earning the Seal brings attention to the importance of managing enamel erosion for optimal oral health and wellness. 

“Given the enamel destruction that can occur with erosion from dietary acids, it is critically important to identify products that address this widespread problem,” Dr. Geisinger said. “The ADA Seal designation for enamel erosion seeks to help consumers and dental healthcare providers in identifying products to combat enamel erosion.”

To earn the Seal, the product had to pass ADA laboratory tests and meet ADA and American National Standards Institute-approved dental standards. The manufacturer also submitted studies proving clinical safety and efficacy.

“We are so proud to receive the first ADA Seal of Acceptance in the enamel erosion category for Crest Pro-Health Advanced, Deep Clean Mint,” said Carlos De Jesus, vice president North America oral care, Procter & Gamble. “We admire ADA’s commitment to improving oral health and leveraging their credible voice to reassure the public that there is a toothpaste that helps prevent or reduce enamel damage from dietary acids."

For more information about the ADA Seal program, visit For more information on brushing your teeth, visit

About the ADA

The not-for-profit ADA is the nation's largest dental association, representing 163,000 dentist members. The premier source of oral health information, the ADA has advocated for the public's health and promoted the art and science of dentistry since 1859. The ADA's state-of-the-art research facilities develop and test dental products and materials that have advanced the practice of dentistry and made the patient experience more positive. The ADA Seal of Acceptance long has been a valuable and respected guide to consumer dental care products. The monthly The Journal of the American Dental Association (JADA) is the ADA's flagship publication and the best-read scientific journal in dentistry. For more information about the ADA, visit For more information on oral health, including prevention, care and treatment of dental disease, visit the ADA's consumer website