Procter & Gamble Sheds Charcoal Toothpaste Deception Suit

A Procter & Gamble Co. consumer failed to show that the company deceptively marketed a Crest charcoal toothpaste, and she didn’t show she was harmed in any way by her purchase, a federal court in New York said in dismissing the suit for good.

Belinda Housey challenged Procter & Gamble’s portrayal of its 3D White Charcoal Toothpaste as able to provide “enamel safe whitening” and promote “healthier gums,” alleging that the inclusion of charcoal made those things impossible. The toothpaste abraded her enamel, Housey said in a proposed class suit.

“The breadth of plaintiff’s claim is striking,” the U.S. District ...