I
16 The Newi-Review, Roscburg, Ore. Fri., Aug. 19, 1960
Tooth Paste Brand Wins
Dental Group's Approval
SIVIDER
By ARTHUR J. SNIDER
Obitr-Ciiuta Newi World srvie
CHICAGO Jn an unpre
cedented action, the American
Cental Association has recos
nized a tooth
paste as hav
ing decay-preventing
bene
fits. The ADA
h e adquarlcrs
officially ac
cepted a fluo
ride dentifrice
discovered by
an Indiana
U n 1 versity
dental scien
tist and mar
keted commercially by Procter
Gamble Co. under the name
of Cre.st.
The action is significant not
only bee. use the ADA has for
decades refused to recognize
any toothpaste, but has also
implied that the public was
wasting money buying it.
ADA educational materials
have stressed that the tooth
brush is a big preventive weap
on and that baking soda or salt
water are as effective as any
tooth paste or powder.
As one toothpaste after an
other came aloi g with lavish
claims for the long sought
Ingredient to curb tonth de
cay, the ADA promptly cau
tioned the public against ex
travagant advertising.
Toothpastes containing chlo
rophyll, ammonia, penicillin,
detergents, germ-killers, sugar
blocking enzymes and others
failed to win the much-sought
ADA approval.
TJie official nod given to
Crest is expected to have re-
peicussions in a dentniice mar
ket where sales exceed $300
million a year.
The endorsement is a per
sonal victory for a 38-year-old
biochemist. Joseph C. Muliler,
who began working with stan
nous flouridc as a substitute for
sodium flouridc when a sopho
more dental student at Indiana
University.
Although the conservative
ADA continued to decline ac
ceptance of his assertions,
Muhlrr persisted in his re
search when a less deter
mined Investigator might
have become discouraged.
Muliler has assigned his pat
ent to the Indiana University
Research Foundation.
Procter & Gamble, headed by
Neil McElroy, former secre
tary of Dclense, has paid al
most $100,000 in royalties to
the foundation.
Under university regulations,'
Muliler is not allowed lo par
ticipate in royalties but a uni
versity spokesman said he had
been taken care of with a sub
stantial increase in salary that
puts him in "top level ranks."
He also has been awarded a
special title as research pro
fessor of basic sciences, a new
laboratory and the freedom to
work on his chosen projects.
Muhlcr believes even greater
advances in stannous fluoride
lie ahead.
In an interview with the
Ohservcr-Chlcago News Serv
ice, he predicted that stan
nous fluoride applied only
once to the teeth by the den
tist in matter of seconds, in
stead of many minutes as
now, will confer protection
for an indefinite period.
Muliler pclieves topical appli
cation by the dentist will be
much more important than the
toothpaste and that fluoridated
water supplies are still the best
and cheapest method of dental
decay prevention.
The ADA, in its announce
ment to the dental profession,
also stressed that stannous
fluoride tooth paste is an aid
but not a cure-all and does not
substitute for community fluori
dation. But the decay reduction cred
ited to Crest is marked.
In one test group using the
dentifrice "under normal con
ditions in their homes," there
was a 23-per cent reduction,
as compared with brushing
done with other cleaners.
In 'another group, where
there was supervision of
brushing once daily, the re
duction was 34 per cent.
Under an ideal setting, where
brushing was supervised three
times a day, there was a 57
per cent reduction, a figure
ranking favorably with 60 per
cent reduction in community
water studies and 60 per cent
in Muhlers' topical method.
The ADA has made it clear
it was only recognizing Crest
and that the acceptance does
not apply to any other stannous
flouride dentifrice that may be
on the market or might come
on later:
Dentists Make History
Brand Of Toothpaste Recognized
As Decay Preventive Agent
m
if
Stannous Fluoride
Used In Product
By RAY BRUNER
lad Soleno Edlttr
The American Dental As
sociation made history today.
It officially recognized a tooth
paste as an effective decay
preventive agent.
This had never been done
before by the ADA., which
for -years had rejected claims
of many dentrifice manufact,
urers, such as "a clean tooth
never decays".
The unique destinction of
being recognized by the ADA
goes to "Crest", manufact
ured by Proctor is Gamble
Cincinnati.
"Crest", the ADA council on
dental therapeutics reported in
today's issue of the Journal of
the American Dental Associa
tion, "has been shown to be an
effective anti-caries (decay
preventive) dentifrice that can
be of significant value when
used in a conscientiously ap
plied program of oral hygiene
and regular professional care;
Crest dentrifice may also be
of value as a supplement to
public health procedures."
The council emphasized its
action applied only to one . in
gredient in the toothpaste
stannous fluoride, a compound
of tin and fluorine.
Back of the council's deci
sion are 10 years of clinical
studies. There were seven test
groups, each matched by "con
trols." One group used the dentifrice
"under normal conditions in
their home." They experienced
a 23 per cent reduction in the
incidence of tooth decay.
Reduction In Decay
Members of the second
brushed their teeth once a day,
under supervision, with a 34
per cent reduction. In a third
group, with supervised brush
ing three times daily, there
was a 57 per cent reduction
in decay. -
The council said these experi
ences emphasized the need for
frequent use of the dentifrice,
along with a program of "good
oral hygiene", to achieve maxi
mum benefits. "Good oral hy
giene would include proper
use of the toothbrush, regular
attention from a dentist and
avoidance of excessive con
sumption of candy, sweetened
soft drinks and other sources
of sugar, which cause teeth to
rot.
The ADA now recognizes
three methods of obtaining
benefits from fluorides:
Fluoridation of com
munity water supplies.
Systematic application of
fluoride solutions by the den
tist to the surface of chil
dren's teeth.
Stannous fluoride denti
frice. Fluoridation, the ADA coun
cil stated, is by far the most
desirable method of preventing
decay, from the standpoint of
cost, effectiveness and con
venience. Preliminary studies by the
council suggest that a combina
tion of all three methods may
be more worthwhile than one
alone.
Fluorine, in fluorine rom
pounds, is a "trace element"
necessary for adequate con
struction of our bodies. Teeth
that lack" fluorine are more
susceptible to decay than teeth
that contain an adequate
amount.
Not all decay, however, is
believed due to fluorine defi
ciency. Also the use of flu
oridation decreases in effec
tiveness as children grow to
ward maturity.
m
m
a-
.ed
ec-
t.1
er
the
in
r-
.1
Crest made news
because it's effective
against cavities-
not because it's a cure-all
endnnpr fire protection on tno nest side of tho Iowa river.
Dental Group Okays Crest
As Decay-Preventive Agent
The American Dental associa
tion today officially recognized
Crest toothpaste as "an effec
tive decay - preventive agent.
Crest is the first dentifrice ever:
to receive such recognition, the
association said in Chicago. .
In a statement published in!
the August 1 issue of The Jour
nal of the American Dental As
sociation, the A.D.A. council on
dental therapeutics reported:
"Crest has been shown to be
an effective anticaries (decay
preventive) dentifrice that can
be of significant value when1
usea in a conscientiously ap
plied program of oral hygiene
ana regular professional care:
Crest dentifrice may also be ofi
. value as a supplement tr.-
I health prw''"
"The stannous fluoride denti
frice is an aid to combating
dental decay; it Is not a cure
all. Nor will it substitute for
fluoridation of community wa
ter supplies. Fluoridation,
which is supported by exhaus
tive long - term studies, re
mains by far the most effective
means for obtaining the bene
fits of fluorides.
"We hope that additional
studies will further clarify the
role of Crest or other denti
frices in the program of pre
venting dental decay."
Three elements were Involved
in the council's decision
safety..
Pi
red
inati
nble,
e as
J$ ka en mKm
(t!atiiiUi1ceS evaluated to ;'nff a ten-year period and "the p 5g,
date by the council Is supported
by evidence considered ade
quate to demonstrate substan
tial effectiveness.
manufacturer's willingness to
limit advertising claims to
those supported by adequate
research."
The more you read the clippings aliow, t lie more you realize lliat
now you can tlo something aliout loot!) decay villi a toothpaste.
"Dentifrice found to prevent decay .'. . Hon recognition from the
American Dental Association . . . neer done hefore.'' These are some
of the words the nation's press used this month to tell the news of
the American Dental Association's recognition of ('test as effective
against cavities.
l(fectiiv against cavities but not a cure-all
Hut, effective as this stannous lluoride toothpaste has proved lo he,
there's a lot more lo good denial h'eallh than just sipiciving Crest on
your toothbrush.
The real key hnot the use of Cre.-t alone. I'.nl the u.-c ol Cic.-t as
'part of a dental program.
The American' Dental As.-ocialiou spelled ihis out in their ollicial
statement: "Crest has lieen shown to lie an eflcclive ami-decay den
tilrice that can he of significant value when used in a conscientiouslv
applied program of oral hygiene anil regular professional care."
. liiilcs for dental health still apply
And that, of course, means the complete denial program your dentist I
lias always recommended for denial health:
I.1 You still slionltl brush regularly 'After each meal is best.
'2. You still should brush right." Away from the gums. And make
sure you brush eery tooth especially the back ones.
a. on still should natch those treats between meals. Uetwecn
meal treats can be overdone. Ie sure to follow your dentists advice.
I. ) ou still should sec your dentist tuieea year. Give him a chance
to spot trouble early and stop it before it gets headway
Don't expect miracles do expect fett er cavities
As the American Dental Association says, 'Crest has been shown to
be effective' (when you use it right and use it regularly). So team it
up with the right kind of dental program and start reducing your
family's cavities now.
Why is Crest different front other toothpastes?
The answer is simple. The thing that makes Crest different is
Fluoristan an exclusive stannous fluoride formula.
Stannous fluoride, you know, is a decay-fighter dYnli.-ts them
selves use to prevent cavities. With Crest, you put the same
fluoride on your teeth at home, too, every time you brush.
The effectiveness of this fluoride in Crest has been proved by
years of tests. Tests in which Crest had to prove its superiority
over regular toothpaste. And did in test after test.'
fyi V. ' ; T7 T T 1 . VIHJ, llif rrocler a, Gamble Umpof
Br Your dealer may be temporarily out of stock in your favorite size. Because the
benefits of Crest are so important, we hope you'll take another size until we catch up.