NAD Finds SmileDirectClub "60% Less Than Braces" Claim Supported with Modifications; Recommends "60% Less Than Other Brands" Claim be Discontinued
The claims at issue, which appeared in online advertising, were challenged by Align Technology, Inc., maker of Invisalign clear aligners.
- The claims at issue, which appeared in online advertising, were challenged by Align Technology, Inc., maker of Invisalign clear aligners.
- In a 2020 challenge brought by Align, NAD had recommended that SmileDirectClub's "60% less than braces" and "60% less than other brands" claims both be discontinued.
- Further, NAD determined that SmileDirectClub did not provide a reasonable basis for the "60% less than other brands" claim and recommended that it be discontinued.
- Because of this, NAD determined it is not clear how much of the market is represented in the responses.