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Toothpaste first to receive ADA Seal for fighting erosion

November 06, 2017

By Michelle Manchir

A Procter & Gamble toothpaste in October became the first ADA Seal of Acceptance product to carry seven attributes of the Seal applicable to toothpastes when it earned the designation of helping prevent or reduce enamel erosion.

Image of Crest toothpaste with ADA SealCrest Pro-Health Advanced, Deep Clean Mint became the first ADA Seal product in the enamel erosion category after the ADA Council on Scientific Affairs' accepted it based on its 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.

The toothpaste also carries six other attributes applicable to toothpastes in the Seal program, which are: Helps to prevent cavities; prevent and reduce plaque; prevent and reduce gingivitis; reduce tooth sensitivity; reduce bad breath and remove tooth surface stain.

To earn the Seal, the products' manufacturer, Procter & Gamble, 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.

Dr. Mia Geisinger, chair of the ADA Council on Scientific Affairs' Seal Subcommittee, said the product's latest ADA Seal of Acceptance "highlights 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."

Carlos De Jesus, vice president of North America Oral Care for Procter & Gamble, said, "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. 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."

To see a complete list of ADA Seal-accepted over-the-counter products, visit Dental professionals can also direct their patients to, ADA's consumer website, for evidence-based information about dental care products.