P&G in hot water with consumers over ‘deceptive’ marketing of Crest charcoal toothpaste

Personal care conglomerate accused of ‘false advertising’ for three of its oral care brand’s toothpastes

P&G is facing a lawsuit for supposed ‘false advertising’ of its Crest toothpastes containing charcoal.

The products in question include Crest’s 3D White Whitening Therapy – Charcoal with Hemp Seed Oil, Gum Detoxify Charcoal Toothpaste and the 3D White Whitening Toothpaste with Charcoal (pictured).

The plaintiff Belinda Housey, who suffered actual injuries after using the product, along with more than 100 other consumers, deemed the marketing of these formulas, which are said to have ‘enamel safe whitening’ capabilities and promote ‘healthy gums’ and ‘gently clean’, as factually incorrect and ‘recklessly omits’ misinformation around charcoal in oral care.

According to documents filed at the New York District Court, the complainants are demanding P&G face a jury trial for its ‘unfair and deceptive marketing practices, and materially misleading claims’ used in the products’ advertising.

“P&G knew or should have known that these claims regarding the Charcoal Toothpastes were misleading, deceptive and/or false and lacked a reasonable basis or credible substantiation,” the document wrote.

“By falsely advertising and misbranding its Charcoal Toothpastes, P&G prioritises its own profits and jeopardises consumers’ dental hygiene, oral health and safety,” it added.

The documents also reference that the American Dental Association (ADA) had not approved any charcoal dentifrices for its ADA Deal of Acceptance.

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