Invisalign thinks SmileDirectClub has more than crooked teeth to worry about. Align Technology, Inc., the creators of the Invisalign teeth correction system, have filed a lawsuit in California claiming that its #1 competitor SmileDirectClub (SDC) is pulling the wool over the consumer’s eyes when it advertises that it’s affiliated with real, honest to goodness dentists and orthodontists.
In trying to curry comparative favor, Align says its model "empowers dentists and orthodontists to correct teeth with clear plastic aligners" whereas Smile Direct Club's direct-to-consumer model claims to "offer consumers an equivalent product through which SDC’s dentists supposedly treat and monitor patients digitally from afar."
"Regrettably, SDC founded its business on a dangerous lie—telling consumers through television, online, email, print, and retail advertising that they will receive actual medical supervision from actual doctors, responsible for their wellbeing. SDC promises patients 'the same level of care” they receive from inperson medical care,'" the lawsuit said.
In a statement, SmileDirect said that Align’s allegations are baseless and that it will “vigorously defend itself” in court.
Align has its own issues to worry about. The company is looking at a class action lawsuit of its own, alleging it monopolized the market for invisible plastic aligners.
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