Invisalign says SmileDirectClub is lying through its teeth.
That’s according to a lawsuit filed Tuesday in a California U.S. District Court by Align Technology Inc. (Nasdaq: ALGN) — Invisalign’s parent company — alleging SmileDirectClub falsely tells consumers its patients get real medical care from SmileDirectClub affiliated dentists and that SmileDirectClub is a “company built on a lie.”
The 275-page complaint claims SmileDirectClub (Nasdaq: SDC) was founded to create a clear aligner direct-to-consumer competitor to Invisalign, which is used by in-office dentists and orthodontists to correct teeth. SmileDirectClub, which utilizes a telehealth platform, advertises that "actual doctors" manage its customer's treatment, according to the filing.
The lawsuit claims those ads are false and allege that many SmileDirectClub patients were not able to get in contact with their doctor, while others tried to visit their assigned doctor, who denied having them as a patient.
“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 in-person medical care,” the lawsuit states.
The complaint alleges that SmileDirectClub’s false advertising has harmed Align’s reputation and continues to cost the company millions of dollars.
In an emailed...
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