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ARTICLE · 10 JULY 2020

SmileDirectClub Faces Another Challenge To Comparative Claims

Frankfurt Kurnit Klein & Selz PC
Frankfurt Kurnit Klein & Selz PC
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Frankfurt Kurnit Klein & Selz PC

Frankfurt Kurnit Klein & Selz PC

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NAD has released its third case evaluating teeth aligner claims this year (its second against advertiser SmileDirectClub LLC ("SDC")).

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NAD has released its third case evaluating teeth aligner claims this year (its second against advertiser SmileDirectClub LLC ("SDC")). Previously, in a challenge brought by Align Technologies, NAD recommended SDC discontinue certain comparative claims such as "60% less than other brands, "60% less than braces," and "our average smile plans gets you a smile you will love 3x sooner." This time, the American Association of Orthodontists challenged SDC over some similar claims, including "SDC's prices are 60% lower than other teeth straightening options" and "we're 3x faster than braces" as well as some new claims such as "SDC customers receive 'the same level of care from a treating dentist or orthodontist as an individual visiting a traditional orthodontist or dentist for treatment'" and "getting started is risk-free."

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This post first appeared in Frankfurt Kurnit's Focus on the Data blog (www.focusonthedata.com). It provides general coverage of its subject area. We provide it with the understanding that Frankfurt Kurnit Klein & Selz is not engaged herein in rendering legal advice, and shall not be liable for any damages resulting from any error, inaccuracy, or omission. Our attorneys practice law only in jurisdictions in which they are properly authorized to do so. We do not seek to represent clients in other jurisdictions.

Originally published by the New York Legal Ethics Reporter

www.fkks.com

This alert provides general coverage of its subject area. We provide it with the understanding that Frankfurt Kurnit Klein & Selz is not engaged herein in rendering legal advice, and shall not be liable for any damages resulting from any error, inaccuracy, or omission. Our attorneys practice law only in jurisdictions in which they are properly authorized to do so. We do not seek to represent clients in other jurisdictions.

www.fkks.com

This alert provides general coverage of its subject area. We provide it with the understanding that Frankfurt Kurnit Klein & Selz is not engaged herein in rendering legal advice, and shall not be liable for any damages resulting from any error, inaccuracy, or omission. Our attorneys practice law only in jurisdictions in which they are properly authorized to do so. We do not seek to represent clients in other jurisdictions.

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