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Procter & Gamble Toothpaste Designed to Prevent and Reduce Enamel Erosion Earns ADA Seal of Acceptance  


CHICAGO, November 6, 2017The American Dental Association (ADA) has announced that the Crest Pro-Health Advanced, Deep Clean Mint is the first product to earn the ADA Seal of Acceptance in the enamel erosion category.

The ADA Council on Scientific Affairs accepted the toothpaste, a product of Procter & Gamble, based on the 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.

Crest Pro-Health Advanced, Deep Clean Mint is also the first product to earn seven attributes of the ADA Seal: it helps prevent or reduce enamel erosion, helps prevent caries, helps prevent and reduce plaque, helps prevent and reduce gingivitis, helps reduce tooth sensitivity, helps reduce bad breath and helps remove tooth surface stain.

Mia L. Geisinger, DDS, MS, chair of the ADA Council on Scientific Affairs’ Seal Subcommittee, hopes this product earning the Seal brings attention to 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,” Geisinger says. “The ADA Seal designation for enamel erosion seeks to help consumers and dental healthcare providers in identifying products to combat enamel erosion.”

To earn the Seal, the product 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.

“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,” said Carlos De Jesus, vice president North America oral care, Procter & Gamble. “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.”

For more information about the ADA Seal program, visit ADA.org/Seal. For more information on brushing your teeth, visit MouthHealthy.org.

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