P&G Sues Rival Toothpaste Maker Over Ad Claims

Law360, Los Angeles (February 05, 2014, 4:14 PM ET) -- Crest toothpaste maker Procter & Gamble Co. on Friday accused rival Hello Products LLC of false advertising, alleging its toothpaste contained the same active ingredients as Crest despite Hello’s claims that its product was “99 percent natural” unlike its competitors', according to a suit filed in New York federal court.

P&G says Hello Paste markets itself as a uniquely natural toothpaste even though it includes heavily processed ingredients, in violation of state and federal false advertising laws. Hello’s CEO also took a shot at Crest, calling...
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