Cali White Activated Charcoal Dental Products

April 2020: This case was voluntarily dismissed with prejudice, the reasons for which have not been disclosed.

December 2019: A class-action lawsuit was filed against Crew International for allegedly falsely advertising Cali White Activated Charcoal and Coconut Oil Teeth Whitening Toothpaste and Cali White Activated Charcoal Teeth Whitening Powder. Specifically, the complaint claims that the company:

  • deceptively markets these products as oral detox products that whiten teeth and as safe, effective, and beneficial without adequate scientific support to make such claims;
  • misleadingly makes consumers believe that the products are endorsed by third parties – including dentists and the FDA – when, according to plaintiffs, such claims are not true;
  • misleadingly makes consumers believe that they are getting products at a discounted price when, according to plaintiffs, they are not;
  • misleadingly promotes itself as a California company when, according to plaintiffs, the company does not list a California business address on its website.

(Hartanovich et al v. Crew International, Inc., Case No. 19-cv-708, N.D. Okla.)

For more of’s coverage of toothpaste, click here.

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When a complaint is dismissed with prejudice, it cannot be refiled.


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