Procter & Gamble Keeps Win in Charcoal-Toothpaste Deception Suit

A consumer who challenged Procter & Gamble Co.‘s portrayal of charcoal-containing toothpaste failed to support claims that the company misrepresented its benefits, the Second Circuit affirmed Thursday.

Belinda Housey alleged 3D White Charcoal Toothpaste was deceptively marketed for “enamel safe whitening,” saying the inclusion of charcoal made that impossible. Her proposed class suit was dismissed earlier this year.

• Her complaint didn’t support her allegations, the US Court of Appeals for the Second Circuit said in a non-precedential summary order
• Housey relied on several articles that she said raise some inference that charcoal may harm tooth enamel. But the court ...