Procter & Gamble Toothpaste Makes False Promises to Repair Gums, Class Action Lawsuit States
According to a new proposed class action in a federal court in New York, Procter & Gamble Co.’s Crest Gum & Enamel Repair toothpaste does not repair gum tissue or fight gum disease, despite their marketing that leads consumers to believe otherwise.
Wendy Keirsted, the lead plaintiff in this class action case, alleges that the company unfairly promotes the toothpaste with inaccurate, misrepresenting marketing tactics and materially misleading claims and omissions.
According to the statement, Keirsted purchased Crest brand Gum & Enamel Repair toothpaste after reading the label and expecting her gums to be fixed. However, she stated that Crest did not give her its promised benefits nor the total value of her purchase.
P&G’s “misrepresentations, material omissions, and deceptive practices” caused Keirsted and other customers to purchase the toothpaste.
Keirsted wants to serve everyone who bought Crest Gum & Enamel Repair toothpaste in the United States, as well as a subset of Florida residents.
She is seeking registration of the Class, damages, restitution, interest, court fees and expenses, and a jury trial for violations of Florida trade and business laws and wrongful enrichment.
The Crest Gum and Enamel Repair Class Action Lawsuit
According to the 10-page class action lawsuit, P&G’s Crest Gum & Enamel Repair toothpaste will only help manage, mitigate, or prevent gingivitis.
Additionally, it does little to repair gums or enamel, despite how it is advertised.
P&G claims that the toothpaste helps with gum repair on the front label. According to the class action lawsuit, the active ingredient—Stannous Fluoride.454 percent—is incapable of healing gums.
In addition to these representations, the lawsuit claims that the product’s name is deceptive to customers because buyers aren’t aware that the product cannot fix gums, a fact that the FDA has warned manufacturers against disclosing.
Using Toothpaste for Fighting Gum Disease
Periodontal disorder (gum disease) affects 47.2 percent of people aged 30 and up, as per the Centers for Disease Control and Prevention.
The periodontal disease worsens with age, according to the study, and 70.1 percent of people aged 65 and older have this disease.
Plaque is formed in the mouth by certain forms of bacteria, leading to an infection in the region where the teeth reach the gums.
Gingivitis, which causes the gums to pull away from the teeth and form spaces that become infected if left untreated, may progress to periodontitis.
According to the lawsuit, the defendant argues that the inclusion of stannous fluoride in Crest toothpaste helps counteract the harmful effects of plaque associated with gingivitis.
In addition, the release of Gums & Enamel Repair contradicts the FDA’s claim that no over-the-counter oral care product can help repair gums.
Moreover, cosmetic dental care is the only choice for dealing with gum-repair problems, depending on the situation.
According to the claims, Procter & Gamble exploited customers’ cognitive shortcuts and confidence in the brand as the point of sale by stating that Crest toothpaste would restore gums and enamel.
Another Class Action Over Oral-B & Crest Toothpastes
According to a new class action lawsuit, Procter & Gamble misleads consumers by promoting its Oral-B and Crest toothpaste as being capable of repairing gum damage, which no toothpaste could do.
Lisa Helterbrand v. The Procter & Gamble Company
Lisa Helterbrand, the main plaintiff, filed the class action case in Missouri on July 14. She contends that Procter & Gamble violated state business laws with its advertising and has benefited unjustly from its gum repair toothpaste sales.
According to the class action lawsuit, Procter & Gamble states on the outside label and the toothpaste tube itself “Gum & Enamel Repair.” It also offers different kinds of toothpaste in its “Gum Health” line. The company advertises on its website as being formed after years of scientific research and is specifically designed to reverse early gum disease.
In addition, according to the firm, the toothpaste was developed following years of research by Crest scientists; these toothpastes have been particularly made to assist in reversing early gum disease and the associated difficulties.
However, it adds that the claim that toothpaste can “repair” gums is false and misleading because toothpaste can help control, reduce, or prevent gingivitis. It cannot repair gums, particularly for the over 47% of Americans aged 30 or older with a mild, moderate, or severe gum disease called periodontitis.
The class action lawsuit contends that as a result of Procter & Gamble’s false and misleading label, the business could sell the goods to more consumers and for a better price than it would have been able to with appropriate labels.
Facts vs. Claims
According to Helterbrand’s claim, she was misled by the company’s misrepresentations and purchased Procter & Gamble’s “Gum & Enamel Repair” toothpaste as a result.
She bases her assertion on research indicating that while brushing can help avoid further gum recession, it is widely known that it would not reverse the current recession.
This is because receding gums do not regrow. Once the gum has been pulled back away from the teeth, the claim states, it is permanently lost. Gum recession can be treated in various ways, including professional deep cleaning, gum grafting, and surgical treatments.
According to Helterbrand, Proctor and Gamble wanted to sell its Gum Health line as being uniquely developed to reverse early gum disease and its associated difficulties, including gum damage, gum recession, and periodontitis.
That, she asserts, is untrue and deceptive, as no toothpaste or toothpaste ingredient can treat periodontal disease-related gum damage.
Based on the claim, the tricky aspect of P&G’s false and misleading label is magnified compared to other toothpaste on the market — including ones made, promoted, and sold by P&G — that do not contain the phrase “Gum & Enamel Repair.”
Helterbrand is seeking representation for anyone in Missouri who purchased Procter & Gamble gum repair toothpaste. She seeks certification of a class, damages, injunctive relief, attorney’s fees and costs, and a jury trial for violations of the Missouri Merchandising Practices Act By Means of Unfair Practices and unjust enrichment.
Editor’s Note on Oral-B & Crest Gum and Enamel Repair Class Action Lawsuit 2021:
This article is published to inform you about the most recent lawsuit brought against Procter & Gamble Co., alleging that the company made false promises about their product, Crest & Oral-B Gum & Enamel Repair toothpastes, being able to fight gum disease and repair it.
#1 Case Name & No.: 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
#2 Case Name & No.: Lisa Helterbrand v. The Procter & Gamble Company, Case No. 4:21-cv-00855; Circuit Court For The County Of St. Louis, Missouri Twenty-First Judicial Circuit
Products/Services: Procter & Gamble Co.’s Crest & Oral-B Gum & Enamel Repair toothpastes
Allegations: Procter & Gamble allegedly mislead consumers by promoting Oral-B and Crest toothpaste as being capable of repairing gum damage when it is impossible
Are you a Crest or Oral-B toothpaste user? Are you pleased with the outcome? Please let us know by clicking the ‘Contact Us’ button below.
Suggested Article: Dove Deep Moisture Body Wash Class Action…