Crest Toothpaste Misleadingly Promises to Repair Gums, Suit Says

Procter & Gamble Co.'s Crest “Gum & Enamel Repair” toothpaste doesn’t repair gum tissue or fight gum disease despite marketing that dupes consumers into thinking otherwise, a new proposed class suit in federal court in New York says.

The label says the toothpaste is “Clinically Proven to Help Reverse Gingivitis,” and “Repairs Weakened Enamel,” Carmen Nieves alleges in a lawsuit filed Jan. 9 in the U.S. District Court for the Southern District of New York.

If left untreated, gingivitis can worsen to the point where the gum pulls away from the tooth to form spaces called “pockets” that become infected, ...