Oral-B Charcoal Toothbrush Teeth-Whitening Claims Not Backed by Evidence, Class Action Alleges

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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.

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 "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. 

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.

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