The ADA Seal of Approval programme applies to oral health products that are marketed to the general public. The objectives of the programme are to recognise products of suitable quality and, after assessment by an expert panel, to offer to the general public assurances of safety and efficacy of consumer products used for oral health care. By means of stipulations that are a condition of the granting of the Seal of Approval, it is possible to ensure that advertising of such products is not misleading.

At the present time, products considered for the Seal of approval are toothbrushes, toothpastes and mouthrinses. The products are tested for conformity with the appropriate International or Australian Standard and evidence of safety and efficacy must be produced. Claims made on labelling are examined and there must be evidence for these claims. In the case of mouthwashes, additional evidence is required to support an application for Seal of Approval and specific independent clinical trails are essential.

The ADA does not consider that the Seal of Approval Programme should be income generating other than that required to cover costs. The Seal of Approval is not “sold”. Application fees provide for initial assessment of the product and are kept to a minimum. Annual licencing fees are applicable and allow for ongoing assessment of the product and its advertising material. Indeed, these annual fees have been able to be significantly reduced in recent times in keeping with the aforesaid philosophy of the non-profit nature of this venture.

          Seal Of Approval Conditions (PDF 64 KB)