Colgate-Palmolive
TINA.org found Colgate-Palmolive deceptively marketing its Colgate and Tom’s of Maine toothpaste tubes as “recyclable” despite not being recycled in reality.
Timeline
2023
September 11
TINA.org sends a complaint letter to the FTC asking the agency to take action to halt Colgate-Palmolive’s deceptive marketing campaign for the Colgate and Tom’s of Maine toothpaste tubes. TINA.org also notifies regulators in the states of Connecticut and California.
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TINA.org Reports Colgate, Tom’s of Maine to Regulators for Greenwashing
MADISON, CONN. Sept. 12, 2023—Colgate-Palmolive is deceptively marketing its Tom’s of Maine and Colgate toothpaste tubes as “recyclable” in violation of the FTC’s Green Guides, according to an investigation by…
CATrends: ‘Anti Stain’ and ‘Anti Mark’ Antiperspirants
Class-action lawsuits allege antiperspirants’ marketing claims don’t stick.
5 Not-So-Natural Personal Care Products
With Earth Day right around the corner, here’s a handful of items whose earthy claims have been challenged.
Class-Action Tracker
Hello Kids Fluoride Rinses
Allegations: Deceptively marketing candy- and fruit-flavored mouth rinses as safe for children when fluoride mouth rinses are not safe for children younger than 6 years old
Colgate Toothpastes
Allegations: Failing to disclose that products contain, or are at risk of containing, toxic heavy metals, including lead and mercury
Colgate and Tom’s Toothpastes for Kids
Allegations: Falsely marketing products as safe for children when the fluoride in them is not safe for children to swallow
Tom’s of Maine Kid’s Natural Fluoride-Free Silly Strawberry Toothpastes
Allegations: Failing to disclose that products contain, or are at risk of containing, lead and arsenic
Tom’s Simply White Mint Paste, Tom’s Wicked Cool! Anticavity Toothpaste, and Tom’s Silly Strawberry Anticavity Toothpaste
Allegations: Marketing products as safe, healthy, natural, and effective
Fabuloso Cleaning Products
Allegations: Failing to disclose that products contain a bacteria and may increase the risk of contracting invasive infections
Tom’s Activated Charcoal Toothpastes
Allegations: Misleadingly marketing products as safe and gentle whitening toothpastes when charcoal is abrasive to enamel and gums
Colgate and Tom’s of Maine Toothpastes
Allegations: Falsely advertising toothpaste tubes as recyclable
Tom’s of Maine Toothpastes
Allegations: False natural claims
Tom’s Wicked Fresh! Mouthwash
Allegations: False natural claims
Tom’s of Maine Fluoride-Free Antiplaque & Whitening Toothpaste
Allegations: Falsely marketing toothpaste as “antiplaque” when none of the ingredients reduce, prevent or remove plaque
EltaMD Transparent Zinc Oxide Sunscreens
Allegations: Misleadingly marketing sunscreens as if the mineral ingredient zinc oxide is the only active ingredient
Colgate Charcoal Toothpastes
Allegations: Falsely advertising toothpastes as safe when charcoal is abrasive and causes damage to enamel and gums
Elta MD Aero Sunscreen Spray
Allegations: Failing to disclose products contain the carcinogen benzene
Tom’s of Maine Toothpastes and Deodorants
Allegations: False natural claims
Tom’s of Maine Deodorants
Allegations: Deceptively using slack-filled containers
Lady Speed Stick Stain Guard Antiperspirant
Allegations: Misleadingly marketing that the antiperspirants fight yellow stains and do not leave white marks when an ingredient in them causes both
Speed Stick Stain Guard
Allegations: Falsely advertising that antiperspirants fight yellow stains and white marks when the active ingredient causes both
Hill’s “Prescription Diet” Pet Food
Tom’s Toothpastes
Lady Speed Stick Stain Guard
Speed Stick Stain Guard Antiperspirants
Colgate’s Optic White
Hill’s Science Diet and Prescription Diet Canned Dog Foods
Colgate Optic White and Colgate Optic White Platinum Toothpastes
Palmolive® Ultra Pure + Clear® Dish Detergents
Various Tom’s of Maine Products
Colgate Optic White Toothpaste
Tom’s of Maine Toothpaste
Tom’s Toothpaste
Tom’s of Maine Natural Claims
Speed Stick® Deodorants
Tom’s Toothpaste Products
