FineVine’s Activated Charcoal Oral Care Products

In May 2020, a class-action lawsuit was filed against FineVine, LLC for allegedly falsely advertising its Activated Coconut Charcoal Powder and Activated Coconut Charcoal Toothpaste. Specifically, the complaint claims that the company:

  • falsely advertises that the dental products can, among other things, whiten and strengthen teeth, fight cavities, and prevent tooth decay without adequate scientific evidence to support such claims;
  • falsely markets products as “dentist recommended” and “dentist approved” when, according to plaintiffs, they are not and
  • misleadingly represents that consumers are getting a discount off of a retail price when, according to plaintiffs, the company has never sold products at the represented retail price and the discounted price is actually the regular price.

(Hartanovich et al v. FineVine, LLC, Case No. 20-cv-213, N.D. Okla.)

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