THE WHAT? Procter & Gamble-owned Crest could be called upon to defend itself in a class action lawsuit, bought against the US FMCG giant by a New York resident who alleges that P&G over-egged the benefits of its activated charcoal toothpaste on purpose, according to a report published by the Cincinnati Business Courier.
THE DETAILS P&G faces claims of false advertising, unfair and deceptive marketing practices and materially misleading claims and omissions. The toothpaste in question is billed as providing ‘enamel safe whitening’, ‘healthier gums and brighter teeth’ and gentle cleaning and stain removal.
When contacted by the Cincinnati Business Courier, P&G declined to comment on the litigation. A court date is yet to be set for the pending suit.
THE WHY? The complainant contends that the American Dental Association has yet to certify any products containing activated charcoal as being safe and effective and, in fact, charcoal has an abrasive quality that could cause damage to teeth and gums, per the Cincinnati Business Courier.