SAN FRANCISCO (Legal Newsline) - Procter & Gamble is selling a charcoal line of oral care products that are no more effective than regular toothbrushes, a lawsuit says.
Attorneys at Bursor & Fisher filed a class action lawsuit March 15 in California federal court, alleging the Oral-B products are capitalizing on a demand for teeth-whitening products.
"Defendant falsely represents that the charcoal products' 'charcoal-infused bristles' will 'naturally whiten teeth' in as little as one week," the suit says.
The products at issue are Oral-B's Charcoal Soft Whitening Therapy Toothbrush, Clinical Charcoal Battery Powered Toothbrush and Charcoal Electric Toothbrush Replacement Brush Heads Refill.
"These advertising claims are false, misleading and reasonably likely to deceive the public because the charcoal products do not in fact provide whitening benefits, and certainly do not provide whitening benefits within one week of use," the suit says.
"In fact, charcoal in dental products such as toothbrushes has been shown to have no meaningful effect on teeth whitening."