Lawsuit goes after Valley teeth-whitening company and its celebrity athlete endorsers

Posted at 10:33 AM, Dec 17, 2020

PHOENIX — A potential class-action lawsuit in New York is taking aim at a Phoenix company that makes teeth-whitening products, alleging that its celebrity promoters are exaggerating the product’s effectiveness and that the company falsely claims the product can protect against Covid-19.

Law360 reported that a complaint filed on Dec. 14 in New York federal court alleges that a LED mouthpiece created by Snow Teeth Whitening LLC does not whiten customers’ teeth, as the company claims it does. The lawsuit’s plaintiff is Burton Kraus, the report said.

Tampa Bay Buccaneers player Rob Gronkowski and Ultimate Fighting Championship fighter Chuck Liddell have been endorsing the product since the two became celebrity minority owners of the company in 2017. This was after Snow Teeth CEO Joshua Elizetxe appeared on the Shark Tank-like show MVP on the Verizon mobile network. Gronkowski was executive producer and a judge on the show.

Read the full article at Phoenix Business Journal.