Active Wow Activated Charcoal Tooth Products Misleading Claims Class Action

Active Wow (officially Matherson Organics, LLC) offers a line of tooth products containing active charcoal that the company advertises as safe and beneficial. The complaint for this class action alleges that Active Wow does not “possess the requisite evidence to substantiate its claims concerning the benefits and safety of its Charcoal Tooth Products”—and, in fact, it alleges that there is no such evidence, since “[t]he consensus of respected dentists, researchers and industry experts weighs against the use of charcoal dentifrices.”

The Nationwide Class for this action is all individuals who bought any of the Active Wow Tooth Products listed below, between October 19, 2016 to the time of class certification in this case. New York, Michigan, and California Subclasses have also been defined. The products include the following:

  • Active Wow 24K White Activated Coconut Teeth Whitening Charcoal Powder – All Natural
  • Active Wow Charcoal Teeth Whitening Powder – Peppermint
  • Active Wow Charcoal Teeth Whitening Powder – Spearmint
  • Active Wow Charcoal Teeth Whitening Powder – Vanilla
  • Active Wow Activated Coconut Charcoal Powder – Natural Teeth Whitening
  • Active Wow Activated Charcoal Toothpaste – Teeth Whitening Formula with Organic Coconut Oil & Xylitol
  • Any other toothpowders and toothpastes containing activated charcoal offered by Active Wow within the statute(s) of limitations

The company makes repeated claims for the charcoal products, as quoted in the complaint:

  • “naturally whitens your teeth”
  • “is safe to use for whitening your teeth, while being easy on your gums”
  • “purifies and detoxifies”
  • “easy on gums, and gentle on enamel”
  • “enamel safe”
  • “is your new best friend for detoxifying the mouth, removing bad breath, and gently polishing away stains quickly and easily”

According to the complaint, “Active Wow specifically holds itself out as possessive of expertise and specialized knowledge on oral healthcare, and qualified to promote its ‘thoughtfully formulated’ Charcoal Toothpastes.”

However, the complaint alleges, this messaging “negligently and misleadingly omits material information concerning the safety and efficacy of use of charcoal in oral care.” In fact, the complaint claims, charcoal is abrasive and may damage enamel; and the charcoal may accumulate in crevices and other defects of the teeth and cause the opposite of whitening.

Federal agencies, the complaint says, require “that advertising claims are truthful, not misleading, and supported by a reasonable basis…” Marketers must make sure that this is so before they make such claims.

Most reliable opinions are against Active Wow’s claims, the complaint alleges. In 2017, the Journal of the American Dental Association published findings that “concluded that there is insufficiently laboratory or clinical data to substantiate the safety and efficacy of dentifrice containing activated charcoal, and cautioned against its use.”

In 2019, the British Dental Journal agreed, expressing its concern that charcoal products “could, in fact, cause harm to oral health, structures, and aesthetics.”

The American Dental Association has not given any charcoal tooth products its ADA Seal of Acceptance.

Active Wow’s claims lack “a credible basis or substantiation,” the complaint concludes, and are “misleading, deceptive, and/or false.”

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Active Wow Activated Charcoal Tooth Products Misleading Claims Complaint

October 19, 2020

Active Wow (officially Matherson Organics, LLC) offers a line of tooth products containing active charcoal that the company advertises as safe and beneficial. The complaint for this class action alleges that Active Wow does not “possess the requisite evidence to substantiate its claims concerning the benefits and safety of its Charcoal Tooth Products”—and, in fact, it alleges that there is no such evidence, since “[t]he consensus of respected dentists, researchers and industry experts weighs against the use of charcoal dentifrices.”

Active Wow Activated Charcoal Tooth Products Misleading Claims Complaint

Case Event History

Active Wow Activated Charcoal Tooth Products Misleading Claims Complaint

October 19, 2020

Active Wow (officially Matherson Organics, LLC) offers a line of tooth products containing active charcoal that the company advertises as safe and beneficial. The complaint for this class action alleges that Active Wow does not “possess the requisite evidence to substantiate its claims concerning the benefits and safety of its Charcoal Tooth Products”—and, in fact, it alleges that there is no such evidence, since “[t]he consensus of respected dentists, researchers and industry experts weighs against the use of charcoal dentifrices.”

Active Wow Activated Charcoal Tooth Products Misleading Claims Complaint
Tags: Causing damage, Claims Unsupported By Scientific Evidence, Deceptive Advertising, Deceptive Labels, Item Does Not Do What It Is Advertised to Do