Stand out in the oral care market

The ADA Seal of Acceptance® helps distinguish OTC oral care products that meet rigorous standards for safety and effectiveness.

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For more than 90 years, the ADA Seal of Acceptance has been a trusted mark for over-the-counter oral care products that meet high standards for safety and effectiveness. It is awarded by the American Dental Association’s Council on Scientific Affairs after a careful review of scientific evidence, including independent testing to confirm product claims.

Earning the ADA Seal provides independent, third-party validation that strengthens product credibility by:

  • Helping products stand out in a competitive marketplace.
  • Demonstrating rigorous scientific evaluation.
  • Signaling to dental professionals and consumers that the product meets consistent scientific standards.

The ADA Seal helps bridge strong science with real-world confidence—so quality products are easier to identify, recommend, and choose.

Apply for the Seal

Ready to take the next step? Learn about the submission process, explore requirements, and start your inquiry or application.

Learn more

ADA Seal resources

Explore tools and materials designed to help you communicate the value of your ADA Seal–accepted products to dental professionals, retailers, and consumers.

Manufacturer toolkit
Use these materials in your marketing, with retailers, on your website, and your social channels.
Toolkit
Toolkit
Science behind the Seal
Share this video to help retailers understand the science behind the ADA Seal and why it matters.
Video
Video

Featured questions

Which products are eligible to apply for the ADA Seal?

Eligible products are over-the-counter oral health products that are used in the prevention and treatment of dental disease. In addition, cosmetic agents may also be eligible for the Seal.

Manufacturers may apply for eligible oral care products within 21 established ADA Seal categories. Each category has specific scientific requirements that outline the data needed to demonstrate safety and efficacy.

What is required to apply for the ADA Seal?

Submission requirements vary by product category.

How long does the ADA Seal remain valid?

The ADA Seal is awarded for a five-year term. During that time, manufacturers must notify the ADA of any product changes that could affect safety or efficacy, and additional data may be required.

Who reviews product submissions?

Applications are evaluated by the ADA Council on Scientific Affairs, which reviews the scientific evidence and may consult independent experts in fields such as dental materials, microbiology, toxicology, chemistry, and pharmacology.

How can manufacturers use the ADA Seal in marketing?

Accepted products may display the ADA Seal logo and approved Seal statement on packaging and in marketing materials in accordance with ADA Seal Brand Standards (PDF). The approved statement reflects the specific claims accepted by the ADA Council on Scientific Affairs.

What are the benefits of earning the ADA Seal?

The ADA Seal provides credible, third-party recognition that helps differentiate products in the marketplace, supports conversations with dental professionals, and builds consumer confidence through an independently reviewed scientific evaluation. Products with the ADA Seal are more likely to be recommended and more likely to be purchased. 65% of professionals surveyed said they were likely to recommend products with the ADA Seal.

Where can I learn about category requirements or start an application?

Visit the Earn the ADA Seal page to review available product categories, submission requirements, and application guidance.