Crest Toothpaste Consumers Drop Suit Against Procter & Gamble

Procter & Gamble Co. and three consumers have agreed to end claims alleging Crest “Gum & Enamel Repair” toothpaste was deceptively marketed, according to a filing in a federal court in New York.

Carmen Nieves, Liza Lichtinger, Wendy Keirsted sued Procter & Gamble in the U.S. District Court for the Southern District of New York. The product’s branding leads reasonable consumers to believe that the product will “repair” their gums as well as their enamel, they alleged.

However, the toothpaste doesn’t repair gum tissue or fight gum disease despite marketing that dupes consumers into thinking otherwise, they alleged.

The parties ...