P&G Faces Class Action Over Toothpaste Pain Relief Ads

Law360, New York (December 15, 2011, 5:03 PM EST) -- The Procter & Gamble Co. falsely advertised that its Crest Sensitivity Treatment & Protection toothpaste eased teeth sensitivity within minutes, a proposed class action alleged Tuesday, following a Council of Better Business Bureaus recommendation that P&G yank its "relief within minutes" claim.

P&G's false labels on its Crest Sensitivity toothpaste duped consumers into paying a 75 percent premium over the other pastes that claimed to ease tooth sensitivity within weeks, according to the suit filed in New Jersey federal court.

The suit comes after the bureau's...
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