P&G will have to compensate customers for claiming that one of its toothpastes offers faster relief from tooth sensitivity than it actually delivered. (Photo: Nata-Lia/Shutterstock)

2013-11-14 | Business Americas

NEWARK, N.J., USA: According to online lawsuit platform Top Class Actions, a federal judge has granted final approval to a class action lawsuit settlement involving a Procter & Gamble toothpaste. The lawsuit, filed in December 2011, alleged that the company had made false claims about its Crest Sensitivity Treatment and Protection toothpaste.

After the final approval hearing on Sept. 12 to determine whether the proposed settlement, which received preliminary approval in February, is fair, reasonable and adequate, the judge affirmed the settlement on Oct. 3. 

According to the court documents, it will provide all persons in the U.S. who had purchased the toothpaste and had submitted valid claims by Aug. 19 with a full refund ($6.99) with proof of purchase and a refund of $4 without proof. 

The original lawsuit claimed that the P&G's toothpaste for sensitive teeth did not provide rapid relief from tooth sensitivity despite this being advertised. In addition, the plaintiffs stated that the toothpaste was actually identical to the company's Crest Pro-Health toothpaste, except for the packaging, but sold at a higher price.