Oral-B Charcoal Toothbrush Teeth-Whitening Claims Not Backed by Evidence, Class Action Alleges
Forbes v. The Procter & Gamble Co.
Filed: October 31, 2022 ◆§ 7:22-cv-09330
A proposed class action alleges the Procter & Gamble Company has falsely advertised that its Oral-B charcoal toothbrushes can whiten teeth.
A proposed class action alleges the Procter & Gamble Company has falsely advertised that its Oral-B charcoal toothbrushes can whiten teeth.
The 24-page lawsuit argues that the marketing of the Oral-B Charcoal Soft Whitening Therapy Toothbrush, Oral-B Clinical Charcoal Battery Powered Toothbrush, and Oral-B Charcoal Electric Toothbrush Replacement Brush Heads Refill as able to "naturally whiten[] teeth" using "charcoal-infused bristles” in as little as a week is misleading to consumers because there is no evidence that charcoal has any meaningful effect on teeth whitening, and certainly not within one week of use.
Want to stay in the loop on class actions that matter to you? Sign up for ClassAction.org's free weekly newsletter here.
"The consensus of respected dentists, researchers and industry experts weighs against the use of charcoal-infused dental products, due to the lack of scientific substantiation on efficacy," the filing says.
The complaint states that neither a 2017 review by the Journal of the American Dental Association nor a 2019 review by the British Dental Journal found any scientific literature that proved the effectiveness of charcoal-infused dental products in teeth whitening.
Per the lawsuit, several dentistry experts have even cautioned against brushing with charcoal, claiming that it might stain teeth grey or black or make them look more yellow given charcoal can wear down enamel. Due to these safety and cosmetic concerns, the American Dental Association (ADA) has not approved any charcoal-based toothbrushes with its ADA Seal of Acceptance, "which certifies the safety and efficacy of dental products based on clinical data and research," the filing explains
According to the suit, the Proctor & Gamble Company's misleading representations have allowed it to take advantage of high consumer demand for teeth whitening products by selling its charcoal toothbrushes at a premium price.
"For example, a subscription through Defendant's own retail website, OralB.com, for the charcoal-infused replacement heads cost $24.99 for a two-pack, while a subscription for a two-pack of Oral-B's Precision Clean replacement heads cost only $18.99, resulting in a $6.00 price premium for the Charcoal Product. Similarly, a one-time purchase of the charcoal-infused replacement brush heads is nearly $8.00 more than the comparable non-charcoal version."
The lawsuit looks to represent anyone in the United States who purchased the Proctor & Gamble Company's Oral-B Charcoal Soft Whitening Therapy Toothbrush, Oral-B Clinical Charcoal Battery Powered Toothbrush or Oral-B Charcoal Electric Toothbrush Replacement Brush Heads Refill during the applicable statute of limitations period.
Get class action lawsuit news sent to your inbox – sign up for ClassAction.org’s free weekly newsletter here.
Video Game Addiction Lawsuits
If your child suffers from video game addiction — including Fortnite addiction or Roblox addiction — you may be able to take legal action. Gamers 18 to 22 may also qualify.
Learn more:Video Game Addiction Lawsuit
Depo-Provera Lawsuits
Anyone who received Depo-Provera or Depo-Provera SubQ injections and has been diagnosed with meningioma, a type of brain tumor, may be able to take legal action.
Read more: Depo-Provera Lawsuit
How Do I Join a Class Action Lawsuit?
Did you know there's usually nothing you need to do to join, sign up for, or add your name to new class action lawsuits when they're initially filed?
Read more here: How Do I Join a Class Action Lawsuit?
Stay Current
Sign Up For
Our Newsletter
New cases and investigations, settlement deadlines, and news straight to your inbox.
Before commenting, please review our comment policy.