Sarah Mirando  |  February 25, 2013

Category: Consumer News

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Crest Sensitivity toothpaste class action settlementA federal judge has preliminarily approved a class action lawsuit settlement between Procter & Gamble Co. and consumers who allege the company falsely advertised the benefits of its Crest Sensitivity Treatment & Protection toothpaste.

The proposed Crest Sensitivity settlement will provide consumers a $4 refund for one tube of toothpaste each if they purchased the product in the U.S.

New Jersey plaintiff Edward Rossi and other consumers sued Procter & Gamble in December 2011 claiming the toothpaste failed to deliver relief from tooth sensitivity “within minutes” as advertised, and that P&G’s false advertising induced consumers into paying as much as 75% more for Crest Sensitivity Treatment & Protection over comparable products that require weeks of use to reduce tooth sensitivity.

Furthermore, the class action lawsuit alleged, Crest Sensitivity Treatment & Protection is essentially identical to Crest Pro-Health toothpaste except for the packaging, color and price – which is $3 higher than Crest Pro-Health.

P&G denies the allegations but has agreed to a class action lawsuit settlement to resolve the litigation.

U.S. District Judge Jose Linares conditionally certified the Settlement Class and preliminarily approved the deal, saying it provides adequate relief to the plaintiffs and fairly and efficiently resolves the claims that Procter & Gamble violated state consumer fraud laws.

Details on how to file a claim for the Crest Sensitivity Treatment & Protection Class Action Lawsuit Settlement will become available in a few weeks. Keep checking Top Class Actions or sign up for our free weekly newsletter for updates.

The case is Rossi v. The Procter & Gamble Co., Case No. 11-cv-07238, U.S. District Court of New Jersey.

The plaintiffs are represented by James E. Cecchi of Carella Byrne Cecchi Olstein Brody & Agnello PC, Scott A. Bursor of Bursor & Fisher PA and Antonio Vozzolo of Faruqi & Faruqi LLP.

 

UPDATE 1: Details on how to file a claim for the Crest Sensitivity Toothpaste Class Action Lawsuit Settlement are up!

UPDATE 2: The Crest Sensitivity Toothpaste Class Action Settlement was granted Final Approval on October 3, 2013. Payments should be distributed within the next 30-90 days.

UPDATE 3: Refunds from the Crest class action settlement were mailed to eligible Class Members in April 2014 in the form of a Visa gift card.

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15 thoughts onCrest Sensitivity Toothpaste Class Action Settlement Preliminarily Approved

  1. Annette M Hall says:

    where are the claim form

    1. Top Class Actions says:

      The claim deadline was in 2013, and the settlement paid out in 2014. Here’s the Open Settlements listed on our site: https://topclassactions.com/lawsuit-settlements/open-lawsuit-settlements/. Be sure and check it out to see if there are any other class action settlements you may want to submit a claim for!

  2. krissy says:

    I used Crest Pro Health total toothpaste I have holes all in my teeth now thanks going back and forth to the dentist

  3. randall mciver says:

    I’ve been using crest pro health toothpaste and I’ve noticed that there are several lawsuits out against them for these products. I’ve been using this toothpaste for over a year now. Grew up using crest products but since I started using the crest pro health products I was sitting in my front yard and one of my front teeth just fell out. please let me know if you can help me with a claim against them. thank you

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