New Web Tool for Savvy Dental Shoppers

On a recent flight, I was pleasantly surprised to receive a complimentary toothbrush and toothpaste. The miniature tube of paste was a lovely gesture, but something held me back from fully embracing it. I couldn’t put my finger on it right away, but then realized that it was missing an important symbol of trustworthiness: the ADA Seal of Acceptance. Despite the lengthy ingredients list, I could not be sure that this toothpaste would be truly safe or effective.

No Seal? No deal!

Check out the exciting press release below for a brand new way to engage patients, family and friends in the ongoing process of discerning dental product quality.

~Colleen Greene, Harvard ’13, Editor-in-Chief


Contact: Lydia Hall,, 312.440.2641

Compare Dental Product Features on New ADA Seal of Acceptance Web Area

CHICAGO, May 20, 2011 – The American Dental Association (ADA) launched its new ADA

Seal of Acceptance Web area this week.

“The ADA designed the new ADA Seal of Acceptance Web area to provide information that will be helpful to the public in selecting dental products and to dentists when discussing products with their patients,” said Dr. Ada Cooper, an ADA Consumer Advisor spokesperson and a practicing dentist in New York.

The Web area will now allow consumers and dentists to review detailed information on all ADA Accepted products as well as compare attributes of up to six products simultaneously. Visitors to the Web area can browse ADA Seal Products by product name, category or manufacturer.

For example, a visitor to the ADA Seal Web area might want to search for fluoride toothpastes that also reduce gingivitis and tooth sensitivity. The visitor would simply go to the “Browse by Category” area, click “toothpaste,” and select those properties from the drop-down menu. The search will reveal all of the ADA Seal toothpastes that fit those criteria. They can click the links for a detailed product information page that tells why it earned the ADA Seal, what it does, its ingredients and label information.   Contact information for the product’s manufacturer is also provided.

The new ADA Seal of Acceptance Web area features a database of the more than 300 ADA Seal products that have been independently evaluated for safety and effectiveness by members of the ADA Council on Scientific Affairs (CSA), ADA staff scientists and individuals selected from the council’s pool of 130 expert consultants.

The ADA Seal of Acceptance program has a rich history, with the first product being awarded the ADA Seal in 1931. Although participation in the program is voluntary on the part of oral care companies, today more than 300 dental products sold to consumers, including toothpaste, dental floss, toothbrushes and mouthrinse, carry the ADA Seal.

According to ADA survey data from 2009 and 2010, a majority of consumers who recognize the ADA Seal prefer products with the ADA Seal over products without the ADA Seal. Dental professionals hold the ADA Seal in high regard, and manufacturers agree that the ADA Seal of Acceptance “conveys truth and legitimacy.”

“With so many dental products on the market, people may wonder what’s best for their families,” Dr. Cooper said. “People can make informed decisions by looking for dental products with the ADA Seal of Acceptance on their packages and by visiting the ADA Web area to compare the attributes of these products.  It’s like having a dentist with you when you shop.”

The new Web area lets visitors look at product photos and read a question-and-answer section on how products earn the ADA Seal of Acceptance and what it means. The new Web area also allows consumers to easily print individual product information sheets and product comparison pages for reference when purchasing oral care products.

For more information, visit

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