The Seal of Acceptance

Choosing an oral hygiene product? Look for the ADA Seal

When you've picked up a tube of toothpaste or a bottle of mouthrinse in the grocery aisle, you may have noticed a small symbol - the American Dental Association's Seal of Acceptance - on the package. For more than 60 years, the Seal has been a symbol of confidence to consumers and dentists. The next time you're shopping for oral hygiene products, look for the ADA Seal.

Here's why:

More than 1100 dental products currently display the Seal. Of these, about one third are products sold to consumers, such as toothpaste, dental floss, manual and electric toothbrushes and mouth rinses. The rest are products prescribed or used by dentists, such as antibiotics or dental restorative materials.

More than 300 companies participate in the ADA's Seal of Acceptance program, which is strictly voluntary. Participating manufacturers commit significant resources to evaluate, test and market products in the Seal program.

What determines if a dental product qualifies for the Seal?

Not every dental product qualifies for the Seal. There are certain requirements that must be met. For example, a manufacturer who applies for the Seal must:

• Supply objective data from clinical and/or laboratory studies that support the product's safety, effectiveness and promotional claims.
• Conduct clinical trials as needed in strict compliance with ADA guidelines and procedures.
• Provide evidence that manufacturing and laboratory facilities are properly supervised and adequate to assure purity and uniformity of the product, and that the product is manufactured in compliance with Good Manufacturing Practices.
• Submit all advertising, promotional claims and patient education materials for review and approval by the ADA, and be in compliance with the ADA's standards for accuracy and truthfulness in advertising.
• Submit ingredient lists and other pertinent product information for review and approval.
• The ADA Seal generally is awarded for a three-year period. Manufacturers must reapply to continue using the Seal. Whenever the composition of an accepted product changes, the manufacturer must resubmit the product for review and approval before it is marketed with the Seal. As long as a product bears the Seal, it must continue to meet these requirements.

How are products evaluated?

More than 100 consultants, including members of the ADA's Council on Scientific Affairs and ADA staff scientists, review and declare oral care products safe, effective and worthy of the ADA Seal. The consultants represent all fields relevant to evaluating dental products, including dental materials, microbiology, pharmacology, toxicology and chemistry. In some instances, the ADA may conduct or request additional product testing. Only after a product has demonstrated its safety and effectiveness will the ADA Council on Scientific Affairs award the Seal.

How can I be sure the product will do what it claims?

The ADA reviews advertising claims for any product bearing the Seal. Only those claims that can be supported by appropriate clinical and/or laboratory studies and scientific data are allowed. The Seal on a product is an assurance for consumers and dentists against misleading or untrue statements concerning a product, its use, safety and effectiveness. The labels of products awarded the Seal must present true and accurate information of the product's intended use. All label claims must be supported by appropriate clinical and/or laboratory studies and scientific data.