Christina Spicer  |  January 7, 2020

Category: Household

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Cali White toothpaste is allegedly not supported by science.Cali White charcoal toothpaste can actually harm teeth, according to a recently filed class action lawsuit.

Lead plaintiff Samantha Hartanovich claims that oral care company Crew International LLC deliberately misleads consumers into thinking that their line of Cali White products will help their teeth.

Specifically, the company allegedly claims that the products are “whitening, detoxifying, safe for enamel and gums, and generally healthy, effective and beneficial for daily, long-term oral care.”

However, Hartanovich says this messaging omits several material facts regarding the safety of charcoal for oral care.

At issue in the class action lawsuit is Crew International’s Cali White line, including Cali White Activated Charcoal and Coconut Oil Teeth Whitening Toothpaste and Cali White Activated Charcoal Teeth Whitening Powder. The products are sold online, through the Cali White website and Amazon, and are advertised both online and in print.

According to the Cali White charcoal toothpaste class action lawsuit, activated charcoal has become a recent “consumer sensation.” Fueled by celebrity endorsements and social media, so-called “activated charcoal” has been added to a variety of products.

Touted as a “detoxifier” and good for over all well-being, activated charcoal has qualities that can be useful, notes the complaint. However, advertising that its use in personal care products, including toothpaste, promotes well-being or health are allegedly unsubstantiated.

“The consensus of respected dentists, researchers and industry experts is that there is a dearth of scientific substantiation on the safety and efficacy of activated charcoal in dentifrice, and risk of harm,” notes the Cali White charcoal toothpaste class action lawsuit.

“Many qualified dental professionals have also spoken out on these findings and other safety and health concerns, and have cautioned against the use of charcoal dentifrices.”

Hartanovich alleges that she purchased the charcoal toothpaste products on several occasions between 2017 and 2018. She says she relied on advertising by the company that the product was high quality, safe, had whitening and detoxifying properties, but, like other consumers, she was duped into paying more for the product than it was worth based on this marketing.

“Plaintiff and members of the potential classes reasonably relied upon and attributed value to Cali White’s claims and false promises, and did not know, nor could have known, the many ways in which Cali White was omitting material information and fundamentally misrepresenting the benefits, effectiveness, value, safety and other qualities of the products,” alleges the Cali White charcoal toothpaste class action lawsuit.

“As a direct and proximate result of Cali White’s misrepresentations, material omissions and other deceptive practices in its marketing and labeling, Plaintiff and others similarly situated have suffered out-of-pocket losses from their purchase of one or more [Cali White products].”

The plaintiff says that, despite the lack of evidence of the dental benefits of activated charcoal, the makers of Cali White say their products are “clinically proven,” “dentist recommended,” and “determined safe for lifetime use by the FDA.”

The Cali White charcoal toothpaste class action lawsuit seeks to represent a nationwide Class of consumers who purchased Cali White charcoal toothpaste or powder, along with an Oklahoma subclass.

Have you purchased Cali White charcoal toothpaste or other charcoal products? Tell your story in the comments below!

The plaintiff is represented by William B. Federman of Federman & Sherwood.

The Cali White Charcoal Toothpaste Class Action Lawsuit is Hartanovich v. Crew International LLC, Case No. 4:19-cv-00708-JED-FHM, in the U.S. District Court for the Northern District of California.

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