Procter & Gamble Falsely Advertises Crest, Oral-B Toothpastes As Curing Gum Damage, Class Action Claims

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Procter & Gamble misleads consumers by advertising its Oral-B and Crest toothpastes as being able to repair gum damage, something that no toothpaste is able to do, a new class action lawsuit alleges.

The class action lawsuit was filed in Missouri on July 14 by lead Plaintiff Lisa Helterbrand who alleges that Procter & Gamble has violated state business laws with its marketing, and has been unjustly enriched by the sale of its so-called gum repair toothpaste.

According to the class action lawsuit, Procter & Gamble states on the front of the outside label and the toothpaste tube itself: “Gum & Enamel Repair,” and also offers different toothpastes in its “Gum Health” line that it advertises on its website as being created after years of research and being specially formulated to reverse early gum disease.

The company claims that the toothpastes were “created after years of research by Crest scientists; these toothpastes have been specially formulated to help reverse early gum disease and the issues that come with it,” the claim reads.

However, it adds that the representation that the toothpastes can “repair” gums is false and misleading because, while toothpaste may help control, reduce, or prevent gingivitis, it cannot repair gums, particularly for the over 47% of Americans aged 30 or older who have mild, moderate, and severe gum disease called periodontitis.

As a result of Procter & Gamble’s false and misleading label, the company has been able to sell the products to more consumers and for more money than it otherwise would have had they been properly labeled, the class action lawsuit alleges.

Helterbrand says in the claim that she was deceived by the company’s misrepresentations and, as a result, purchased Procter & Gamble’s “Gum & Enamel Repair ” toothpaste.

She cites research in the claim that says that while brushing can help prevent further gum recession, it is well accepted that it “won’t correct the existing recession.”

“This is because receding gums do not grow back: ‘Once the gum tissue has pulled back and away from the teeth, it’s gone for good,’” the claim reads. It is widely understood that the ways to address gum recession include professional deep cleaning, gum grafting, and surgical techniques..

Based on Proctor and Gamble’s own statements, the company intended to market its Gum Health line as being specially formulated to reverse early “gum disease and issues that come with it,” which would include gum damage, gum recession, and periodontitis, Helterbrand states. She says that is false and misleading as no toothpaste or toothpaste ingredient can repair gums or damage done to gums by periodontal disease.

“The deceptive nature of P&G’s false and misleading label is especially egregious when considered in the context of the other toothpastes in the marketplace (including those manufactured, marketed, and sold by P&G)—none of which contain the phrase ‘Gum & Enamel Repair,’” the claim reads.

Helterbrand wants to represent anyone in Missouri who has bought the Procter & Gamble gum repair toothpaste. She is suing for violation of the Missouri Merchandising Practices Act By Means of Unfair Practices and unjust enrichment, and she seeks certification of Class, damages, injunctive relief, attorney’s fees and costs, and a jury trial.

Have you ever bought Crest or Oral-B gum repair or gum health toothpaste? Tell us what you thought about the product in the comments section!

Helterbrand is represented by Richard S. Cornfeld and Daniel S. Levy of Law Office Of Richard S. Cornfeld, LLC.

The Procter & Gamble Gum Repair Toothpaste Class Action Lawsuit is Helterbrand v. The Procter & Gamble Company, Case No. 4:21-cv-00855 in the Circuit Court For The County Of St. Louis, Missouri Twenty-First Judicial Circuit.

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