National Advertising Division Recommends Cocofloss Discontinue or Modify Comparative Claim vs. “Flat Slippery Floss”

New York, NY – April 5, 2023 – In a Fast-Track SWIFT challenge brought by The Procter & Gamble Company (P&G), the National Advertising Division (NAD) of BBB National Programs recommended that Cocofloss, Inc. discontinue the claim for its Cocofloss brand of woven dental floss that “Unlike flat slippery floss, Cocofloss features a textured, loofah-like weave of 500+ filaments. As you floss, these soft strands expand to whoosh away sticky plaque and cavity-causing bacteria” or modify its advertising to avoid conveying the unsupported message that floss such as P&G’s Glide Floss is ineffective.

Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to NAD.

NAD determined that in the context of mixed messaging about both the unique design features of Cocofloss and the comparative efficacy of different kinds of floss, the “unlike slippery floss” claim reasonably conveys an unsupported message that ordinary floss like Glide Floss is ineffective. Because Cocofloss did not provide sufficient support that its floss is more effective than other flosses or that other flosses are ineffective, NAD recommended that the claim be discontinued or modified to avoid conveying such a message.

NAD noted that nothing in its decision precludes Cocofloss from making truthful and non-misleading claims about the features, design, and efficacy of Cocofloss.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.