SmileDirectClub

Marketing Claims

Canada

Aligners

“Half the cost of braces” / “Thousands less than braces”

  • Based on Single Pay vs. average fees (including diagnostics and exams) for braces treatment, as reported in a national survey of practitioners. Comparison does not include added costs, such as retainers, and is limited to mild-to-moderate teeth correction, as braces may treat additional issues.

 

“Half the cost of Invisalign” / “Thousands less than Invisalign”

  • Based on Single Pay vs. average fees (including diagnostics and in-person exams) for Invisalign treatment, as reported in a national survey of practitioners. Comparison does not include added costs, such as retainers, and is limited to mild-to-moderate teeth correction, as Invisalign may treat additional issues.

 

“$7000 average cost of braces”

  • Based on average total fees (including diagnostics and in-person exams) for treatment of mild-to-moderate teeth correction with braces as reported in a national survey of practitioners.

 

“$5900 average cost of Invisalign”

  • Based on average total fees (including diagnostics and in-person exams) for treatment of mild-to-moderate teeth correction with Invisalign as reported in a national survey of practitioners.

 

“Straighten your teeth in as little as 4–6 months”

  • Based on the number of Fulltime Aligner customer orders (approx. 82%) with treatment plans that are 4, 5, or 6 months.

 

“Start seeing results in as little as 60 days”

  • Based on survey results with customers who were in treatment with Fulltime Aligners where 80% said they saw movement within the first 60 days.

 

“Typical Nighttime Aligners™ treatment takes 8–10 months with 10 hours of continuous nighttime wear”

  • Based on the number of Nighttime Aligners™ customer orders (approx. 73%) with treatment plans that are 8, 9, or 10 months.

 

SmilePay™

“Less than $115/month”

  • Based on SmilePay™. SmilePay is $115/month for 28 months with $300 deposit ($3520).

 

“Less than $4/day”

  • Based on SmilePay™ monthly payments divided by 30 days. SmilePay is $115/month for 28 months with $300 deposit ($3520).

 

Lifetime Smile Guarantee™

“Guaranteed for life”

 

Whitening

"Up to 9 shades whiter in 1 week"

  • "9 shades whiter" claim is based on average results after 1 week when used as directed. Results may vary. Based on internal study, data on file.

 

"Up to 5 shades whiter in just 3 days"

  • "5 shades whiter" claim is based on average results after 3 consecutive days when used as directed. Results may vary. Based on internal study, data on file..

 

"Results that last up to 6 months"

  • "Up to 6 months" claim is based on one full week treatment when used as directed. Results may vary. Based on internal study, data on file.

 

"Starts whitening after just 1 use"

  • "After just 1 use" claim is based on average results when used as directed. Based on internal study, data on file.

 

"Same enamel-safe whitening agent used by dentists, for a fraction of the cost"

  • “Same enamel-safe whitening agent used by dentists” claim is based on a professional in-office treatment using hydrogen peroxide-based gel. Source on file.
  • "For a fraction of the cost" claim is based on prices compared to a professional in-office dentist treatment, starting at $500 per session. Source on file.

 

"ProActivate whitening accelerator preps your teeth to increase brightness 50%"

  • "To increase brightness 50%" claim is based on whitening with ProActivate™ and bright on® as directed versus whitening with bright on® alone. Based on internal study, data on file.

 

Toothbrush

“Cleans 50% better than a manual toothbrush"

  • “Cleans 50% better” claim is based on a comparison to a standard round filament brush. Results from independent study, data on file.

 

Waterflosser

“Removes 99% of plaque between teeth and below the gumline.”

  • “Removes 99% of plaque” claim is based on an efficacy comparison against string floss after a single use. Results from independent study, data on file.

 

"50% more effective than string floss."

  • “50% more effective” claim is based on a comparison against string floss after 14 days where water flossing was found to be 50% more effective for improving gum health (reduction in gingival bleeding). Results from independent study, data on file.
Canada
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SmileDirectClub, Cosmetic Dentistry, Nashville, TN

* SmilePayTM is $115/month for 28 months with a $300 deposit ($3,520 total). See FAQs for details.

 

** “Half the cost of braces” claim based on Single Pay vs. avg. fees (incl. diagnostics and exams) for braces treatment, as reported in a nat’l survey of practitioners. Comparison does not include added costs, such as retainers, and is limited to mild-to-moderate teeth correction, as braces may treat additional issues.

 

1 Typical Fulltime Aligner treatment plans are 4–6 months. See SmileDirectClub.ca/claims for details. Results may vary.

 

2 SmileDirectClub treatment is backed by our Lifetime Smile Guarantee™. Terms and conditions apply. See SmileDirectClub.ca/en-ca/guarantee for details.

 

3 Typical Nighttime Aligner™ treatment plans are 8-10 months with 10 hours of continuous nighttime wear. See SmileDirectClub.ca/claims for details. Results may vary.

 

4 “Half the cost of braces or Invisalign” claim based on Single Pay vs. avg. fees (incl. diagnostics and exams) for braces and Invisalign treatment, as reported in a nat’l survey of practitioners. Comparison does not include added costs, such as retainers, and is limited to mild-to-moderate teeth correction, as braces and Invisalign may treat additional issues.

 

5 “$7000 average cost of braces” claim is based on average total fees (including diagnostics and in-person exams) for treatment of mild-to-moderate teeth correction with braces as reported in a national survey of practicing orthodontists.