Boka Toothpaste Lawsuit Reality, Advertising Challenge, NARB Upholds Ruling Against Remineralization and Whitening Claims
Latest Update: On July 21, 2025, the National Advertising Review Board (NARB) upheld recommendations that Essor Group, Inc. discontinue advertising claims that Boka toothpaste remineralizes and whitens teeth, as well as prebiotic mouthwash claims. Essor announced it would comply with NARB’s recommendations despite disagreeing with the decision. Critical Clarification: This is not a federal court…








