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Crest toothpaste is falsely advertised as being able to reverse gingivitis damage, a recent class action lawsuit contends.
Crest Gum & Enamel Repair toothpaste, made by Procter & Gamble, is reportedly advertised as a “Fluoride Toothpaste for Anticavity and Antigingivitis” that is “Clinically Proven to Help Reverse Gingivitis.” According to the product’s advertisements, the Crest toothpaste “Repairs Weakened Enamel” and provides an “Intensive Clean.”
In her recent false advertising class action lawsuit, plaintiff Carmen Nieves says these representations are false and misleading.
Gingivitis is a gum condition involving inflammation due to a buildup of plaque at the base of teeth, according to Medical News Today. The most common cause of gingivitis is poor oral hygiene, which allows bacteria to create plaque and irritate the gums. If left untreated, gingivitis can lead to more serious gum problems and even the loss of teeth.
Although the Crest toothpaste pledges to repair gums and enamel injured by gingivitis, Nieves argues this is misleading.
The fluoride found in the Crest product reportedly gives it the product “antigingivitis” properties. However, Nieves says, this means the product can only “control, reduce or prevent gingivitis, early form of gum disease” as opposed to reversing and repairing the condition.
“Even the presence of stannous fluoride in the Product is only sufficient to permit a credible claim that it ‘helps interfere with harmful effects of plaque associated with gingivitis,’” Nieves notes in her Crest toothpaste class action lawsuit. Under labeling regulations, any other promises are reportedly misleading.
Nieves notes the U.S. Food and Drug Administration (FDA) has not approved any over-the-counter oral care product for repairing gum damage — including that caused by gingivitis. Once gums recede due to gingivitis or other issues, the gum tissue cannot simply grow back. Instead, cosmetic dental treatments such as gingival veneers and soft-tissue grafts are the only options to truly reverse gingivitis damage.
Unfortunately, Nieves says, consumers such as herself are often unaware over-the-counter oral products cannot reverse gingivitis damage. As a result, false advertisements such as those allegedly seen on the Crest toothpaste packaging can mislead consumers and deceive them into paying a higher price for the products, Nieves says.
Nieves seeks to represent a Class of consumers who purchased the Crest Gum & Enamel Repair toothpaste in New York and may have been deceived by false advertisements. On behalf of herself and this proposed Class, Nieves seeks restitution, disgorgement, monetary damages, statutory damages and injunctive relief.
Several other toothpaste companies have faced legal action over alleged false advertising.
Pro Teeth was sued in June by a consumer who challenged the safety of the company’s charcoal toothpaste.
Also in June, Tom’s of Maine was hit with a class action lawsuit contending the company’s toothpaste isn’t “all natural” as advertised. A similar lawsuit was filed against Tom’s of Maine in December 2019.
Do you believe you have purchased Crest toothpaste or other products based on false advertisements? Share your experiences in the comment section below.
Nieves and the proposed Class are represented by Spencer Sheehan of Sheehan & Associates.
The Crest Toothpaste Class Action Lawsuit is Carmen Nieves v. The Procter & Gamble Co., Case No. 7:21-cv-00186, in the U.S. District Court for the Southern District of New York.
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