P&G Faces False Ad Suit Over Crest Sensitivity Toothpaste

Law360, New York (June 21, 2012, 1:58 PM EDT) -- Procter & Gamble Co. was hit with a putative class action Wednesday in California court alleging that its Crest Sensitivity Treatment & Protection toothpaste falsely promised "relief within minutes," after a bid to wrangle four similar federal cases into a multidistrict litigation was denied last week.

The four federal cases filed between December and February made similar allegations that Crest Sensitivity Treatment and Protection toothpaste was marketed with claims it couldn’t live up to and failed to provide the promised instant relief for sensitive teeth that...
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