What the seal is
The ADA runs a voluntary program in which companies submit dental products for evaluation. Products that meet the ADA's requirements may carry the Seal of Acceptance. According to the ADA, the review looks at safety and at whether the evidence supports the product's stated benefits.
Because the program is voluntary, a product without the seal has simply not gone through it, or has not been accepted. The absence of a seal is not a statement that the product is unsafe.
The ADA describes the seal as a sign that a product's claims have been reviewed, which is narrower than a general endorsement of the brand. It covers the specific product and the specific claims it was accepted for, so a seal on one item in a product line does not extend to every other item with the same brand name.
Products you may see it on
The seal appears on a range of oral care items, such as toothpastes, toothbrushes, floss and mouth rinses. The ADA lists accepted products on its own site, which is the best place to confirm a product's status and see what it was accepted for.
- Toothpaste and mouth rinse.
- Manual and powered toothbrushes.
- Floss and other cleaning aids.
How to use it when you shop
Treat the seal as one input. Check that the packaging seal matches the ADA's current list, since companies can change formulas and statuses can change. Then look at the practical factors: size, ingredients you want to avoid, and price per ounce or per count.
Our gentle toothpaste guide and toothbrush guide explain how to compare options on those practical points.
Common misunderstandings
Some shoppers read the seal as a ranking, as though accepted products were all better than the rest. The ADA describes it as a review of safety and claims, not a contest. Others assume the seal covers any claim on the box, when it relates to the claims the product was accepted for. Reading the ADA's listing shows what was reviewed, and it is worth a minute before you pay extra for the logo.
Ask your dentist
What suits your teeth depends on your own situation. Your dentist can tell you which products make sense for you.
Sources
- American Dental Association Seal of Acceptance program
- ADA accepted products list
See also: Gentle toothpaste: reading SLS, flavor and kids' age labels · Eco-friendly toothbrush: bamboo handles, nylon bristles and replaceable heads · How often should you replace a toothbrush? · Gentle Essentials: gentle on skin