Procter & Gamble Faces Gum Repair Toothpaste False Ad Suit

Procter & Gamble Co. lost its bid to exit a proposed class suit alleging gum and enamel repair toothpaste labels deceptively overstate the products’ effectiveness, an Illinois federal court order said.

Michael Drake alleged Crest Gum & Enamel Repair and Oral-B Gum & Enamel Repair toothpaste packaging could make consumers think the toothpaste products can repair gums and enamel.

However, no toothpaste or toothpaste ingredient can repair gums or damage done to gums by periodontal disease, he alleged. That requires treatment from a dental professional, he said.

Drake raised claims under the Illinois Consumer Fraud and Deceptive Business Practices Act ...