Hello Charcoal Toothpaste $1.5 Million False-Ad Deal Approved

Hello Products LLC and consumers who alleged the Colgate-Palmolive Co. unit misled them about the benefits of charcoal toothpaste saw their $1.5 million class settlement finalized.

Hello’s labels and web ads—which say its toothpastes are safe, effective, and promote whitening—were deceptive because the charcoal abrades tooth enamel and the product doesn’t offer the promised benefits, the lawsuit alleged.

• The proposed class suit in the US District Court for the Southern District of New York survived dismissal in March 2021
• Claimants are eligible for up to $60 under the settlement. The companies also agreed not to represent that activated charcoal as ...