Crest Toothpaste Falsely Advertises Gum Repair Capability, Class Action Lawsuit Alleges

 The Procter & Gamble Company’s (P&G) Crest brand Gum & Enamel Repair toothpaste does not, and cannot, repair people’s gums, a new class action lawsuit alleges.

The nationwide class action lawsuit was filed in Orlando on May 4 by lead Plaintiff Wendy Keirsted, who says that the company falsely advertises the toothpaste through unfair and deceptive marketing practices and materially misleading claims and omissions.

Keirsted bought Crest brand Gum & Enamel Repair toothpaste after reading its labelling, expecting her gums to be repaired, the claim states. However, she “did not receive the promised benefits or receive the full value of her purchase.”

According to the class action lawsuit, Keirsted and consumers were induced into buying the toothpaste as a direct result of P&G’s “misrepresentations, material omissions and deceptive practices.”

On the front label of the toothpaste, P&G says that the product provides gum repair. However, the active ingredient — Stannous Fluoride .454 percent — is incapable of repairing gums, the class action lawsuit claims.

“The only way to repair gums is through periodontal treatment, including cosmetic dental surgery such as gum grafting.”

According to the Center for Disease Control and Prevention, 47.2 percent of adults aged 30 years and older have some form of periodontal disease (gum disease). It states that periodontal disease increases with age; 70.1 percent of adults 65 years and older have periodontal disease.

“Periodontal diseases are mainly the result of infections and inflammation of the gums and bone that surround and support the teeth. In its early stage, called gingivitis, the gums can become swollen and red, and they may bleed,” the agency states.

“In its more serious form, called periodontitis, the gums can pull away from the tooth, bone can be lost, and the teeth may loosen or even fall out.”

Through multiple claims on the product’s labelling, P&G “actively misleads consumers to believe the Product will repair damaged gums.”

“P&G knew or should have known that its claims regarding the Gum & Enamel Repair Toothpastes were misleading, deceptive, and/or false and lacked a reasonable basis or credible substantiation,” the class action lawsuit alleges.

By falsely advertising and misbranding its product, P&G prioritizes its own profits over consumer’s needs, the claim states.

Keirsted wants to represent anyone in the United States who purchased Crest brand Gum & Enamel Repair toothpaste, and a subclass of Florida residents. 

She is suing for violations of Florida trade and business laws and unjust enrichment, and is seeking certification of the Class, damages, restitution, interest, legal fees and costs, and a jury trial.

P&G was hit with a separate class action lawsuit in April alleging “negligent misrepresentation” and false advertising of its Crest charcoal toothpaste products, less than one month after the company was hit with another class action about the same Crest charcoal products. Consumers say that the company falsely and negligently advertised activated charcoal products, despite the products being ineffective and possibly harmful.

Do you use Crest toothpaste? Are you happy with the results? Let us know in the comments section!

Keirsted is represented by William Wright of The Wright Law Office, P.A. and Daniel Faherty of Telfer, Faherty, & Anderson, PL.

The Crest Gum Repair Toothpaste Class Action Lawsuit is Keirsted v. Procter & Gamble Co., Case No. 6:21-cv-00778-RBD-GJK, in the U.S. District Court Middle District Of Florida Orlando Division.

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