Crest Sensitivity Toothpaste Is Reported to Be Falsely Labeled

According to a recent report, Crest Sensitivity Treatment & Protection toothpaste is falsely labeled as providing “relief within minutes” to purchasers with sensitive teeth.  The National Advertising Division (“NAD”) of the Council of Better Business Bureau has recommended that Proctor & Gamble discontinue its false advertising of the toothpaste.   The NAD pointed to several specific representations Crest made about its sensitivity relief toothpaste:

  • “Relief within Minutes*”  *For Sensitivity relief within minutes, first brush sensitive teeth for 30 seconds each.”
  • “When used as directed [CST&P] provides relief from sensitivity pain within minutes…”
  •   “You’re only minutes away from lasting tooth sensitivity pain relief* with the Crest Sensitivity Treatment & Protection Toothpaste. So you don’t have to wait to enjoy all your favorite hot and cold foods.”

The NAD concluded that the totality of the evidence was insufficient to substantiate Crest’s claim that the toothpaste provides relief within minutes.  One lawsuit has already been filed against Proctor & Gamble in United States District Court in New Jersey and which alleges certain consumer statutes have been violated.

Comparable toothpaste products require several weeks of use before providing effective relief.  Moreover, the ingredients in the toothpaste at issue are virtually the same as those in other Crest toothpastes.  The NAD noted that purchasers undoubtedly rely upon the representation that Crest Sensitivity Treatment & Protection toothpaste works within minutes, as opposed to much longer periods of time.   In doing so, Proctor & Gamble has promised consumers a far greater benefit from its sensitivity toothpaste than it actually offers.

Undoubtedly, thousands of purchasers of Crest Sensitivity Treatment & Protection toothpaste relied on the representations made on product packaging that promised relief within minutes for persons with sensitive teeth.  If you are a recent purchaser of Crest Sensitivity Treatment & Protection toothpaste, please contact us to discuss your legal rights.