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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.
![](https://truthinadvertising.org/wp-content/uploads/2023/09/Toms-ft-image-1000x520.png)
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.
Featured
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Colgate, Tom’s of Maine Need to Brush Up on What ‘Recyclable’ Means to Consumers
TINA.org files greenwashing complaints against eco-friendly toothpaste brand.
The Latest
![](https://truthinadvertising.org/wp-content/uploads/2024/06/Crest-recyclable-tube-featured-image.png)
Crest ‘Recycle Ready’ Toothpaste Tubes
The bottom line? Toothpaste tubes aren’t generally getting recycled.
![](https://truthinadvertising.org/wp-content/uploads/2024/03/April-Fools-Feat-Img.png)
April Fools: How Some Companies Prank Consumers with Common Marketing Terms
These definitions are a joke.
![](https://truthinadvertising.org/wp-content/uploads/2023/12/Reasonable-Consumer-Image.jpg)
2023 Reasonable Consumer Quiz
See how you stack up.
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Most Deceptive Ads of 2023
Some of the worst ads TINA.org covered this year.
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By the Numbers: Greenwashing Class-Action Lawsuits
TINA.org has tracked more than 100 lawsuits alleging greenwashing.
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Connecticut AG probes recycling claims on HDPE toothpaste tubes
Steve Toloken , Plastic News
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Are Tom’s of Maine and Colgate toothpaste tubes really recyclable?
Allyson Chiu, The Washington Post
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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…
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CATrends: ‘Anti Stain’ and ‘Anti Mark’ Antiperspirants
Class-action lawsuits allege antiperspirants’ marketing claims don’t stick.
![](https://truthinadvertising.org/wp-content/uploads/2017/04/Earth-Day-2017-Slide-Show-Featured-Img-v.1.png)
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
![](https://truthinadvertising.org/wp-content/uploads/2023/02/Fabuloso.jpeg)
Fabuloso Cleaning Products
Allegations: Failing to disclose that products contain a bacteria and may increase the risk of contracting invasive infections
![](https://truthinadvertising.org/wp-content/uploads/2019/12/Toms-of-Maine.jpg)
Tom’s Activated Charcoal Toothpastes
Allegations: Misleadingly marketing products as safe and gentle whitening toothpastes when charcoal is abrasive to enamel and gums
![](https://truthinadvertising.org/wp-content/uploads/2023/08/Colgate-Total-Whole-Mouth-Health-Whitening-Toothpaste.jpg)
Colgate and Tom’s of Maine Toothpastes
Allegations: Falsely advertising toothpaste tubes as recyclable
![](https://truthinadvertising.org/wp-content/uploads/2019/12/Toms-of-Maine.jpg)
Tom’s of Maine Toothpastes
Allegations: False natural claims
![](https://truthinadvertising.org/wp-content/uploads/2023/02/Toms-of-Maine-Wicked-Fresh-Mouthwash.jpeg)
Tom’s Wicked Fresh! Mouthwash
Allegations: False natural claims
![](https://truthinadvertising.org/wp-content/uploads/2023/01/Toms-of-Maine-Antiplaque-and-Whitening-Toothpaste.jpeg)
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
![](https://truthinadvertising.org/wp-content/uploads/2022/12/eltaMD-Zinc-Oxide-Facial-Sunscreen.jpg)
EltaMD Transparent Zinc Oxide Sunscreens
Allegations: Misleadingly marketing sunscreens as if the mineral ingredient zinc oxide is the only active ingredient
![](https://truthinadvertising.org/wp-content/uploads/2022/01/Colgate-Optic-White-with-Charcoal.jpg)
Colgate Charcoal Toothpastes
Allegations: Falsely advertising toothpastes as safe when charcoal is abrasive and causes damage to enamel and gums
![](https://truthinadvertising.org/wp-content/uploads/2022/01/Elta-MD-Aero-Sunscreen-Spray.jpg)
Elta MD Aero Sunscreen Spray
Allegations: Failing to disclose products contain the carcinogen benzene
![](https://truthinadvertising.org/wp-content/uploads/2019/12/Toms-of-Maine.jpg)
Tom’s of Maine Toothpastes and Deodorants
Allegations: False natural claims
![](https://truthinadvertising.org/wp-content/uploads/2019/12/Toms-of-Maine.jpg)
Tom’s of Maine Deodorants
Allegations: Deceptively using slack-filled containers
![](https://truthinadvertising.org/wp-content/uploads/2021/01/Lady-Speed-Stick-Stain-Guard.jpg)
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
![](https://truthinadvertising.org/wp-content/uploads/2021/01/Speed-Stick-StainGuard-Overtime-Antiperspirant.jpg)
Speed Stick Stain Guard
Allegations: Falsely advertising that antiperspirants fight yellow stains and white marks when the active ingredient causes both
![](https://truthinadvertising.org/wp-content/uploads/2020/07/Hills-Pet-Nutrition.jpg)
Hill’s “Prescription Diet” Pet Food
August 2019: The Seventh Circuit Court of Appeals reversed the dismissal of this case finding, among other things, that the complaint included enough details to meet the pleading requirements for…
![](https://truthinadvertising.org/wp-content/uploads/2019/12/Toms-of-Maine.jpg)
Tom’s Toothpastes
In June 2020, a class-action lawsuit was filed against Tom’s of Maine for allegedly falsely marketing Tom’s Toothpaste as natural when, according to plaintiffs, the toothpaste contains chemically processed ingredients.…
![](https://truthinadvertising.org/wp-content/uploads/2019/11/Lady-Speed-Stick-Stain-Guard.jpg)
Lady Speed Stick Stain Guard
October 2019: The case was transferred from state court to federal court. (Case No. 19-cv-2934, E. D. MO.) July 2019: A class-action lawsuit was filed against Colgate-Palmolive for allegedly falsely…
![](https://truthinadvertising.org/wp-content/uploads/2019/10/Speed-Stick-Stain-Guard-Deodorant.jpg)
Speed Stick Stain Guard Antiperspirants
October 2019: This case was transferred from state court to federal court. (Case No. 19-cv-2710, E.D. Mo.) July 2019: A class-action lawsuit was filed against Colgate-Palmolive for allegedly falsely marketing…
![](https://truthinadvertising.org/wp-content/uploads/2016/05/WEB-Colgate-Optic-White-toothpaste.jpg)
Colgate’s Optic White
In October 2019, a class-action lawsuit was filed against Colgate-Palmolive Co. for allegedly falsely representing that Optic White toothpaste “Goes Beyond Surface Stain Removal to Deeply Whiten” teeth when, according…
![](https://truthinadvertising.org/wp-content/uploads/2019/03/Hills-Science-Diet.jpg)
Hill’s Science Diet and Prescription Diet Canned Dog Foods
Between February and July 2019, multiple class-action lawsuits were filed against Hill’s Pet Nutrition for allegedly misleadingly representing that several varieties of Hill’s® Science Diet® and Prescription Diet® canned dog…
![](https://truthinadvertising.org/wp-content/uploads/2016/05/WEB-Colgate-Optic-White-toothpaste.jpg)
Colgate Optic White and Colgate Optic White Platinum Toothpastes
June 2019: The Ninth Circuit Court of Appeals affirmed the district court’s decision to deny class certification in the Dean case. December 2018: The Canale case was voluntarily dismissed When…
![](https://truthinadvertising.org/wp-content/uploads/2019/06/Palmolive-Pure-and-Clear-Dish-Detergent.jpg)
Palmolive® Ultra Pure + Clear® Dish Detergents
In May 2019, a class-action lawsuit was filed against Colgate-Palmolive Company for allegedly misleadingly marketing Palmolive® Ultra Pure + Clear® dish detergents as being “hypoallergenic” and containing “No Unnecessary ingredients”…
![](https://truthinadvertising.org/wp-content/uploads/2015/03/WEB-Toms-of-Maine-Silly-Strawberry-Toothpaste.jpg)
Various Tom’s of Maine Products
October 2017: This case was voluntarily dismissed When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled., the reasons for which have not been…
![](https://truthinadvertising.org/wp-content/uploads/2016/05/WEB-Colgate-Optic-White-toothpaste.jpg)
Colgate Optic White Toothpaste
April 2017: This case was stayed pending the resolution of Dean v. Colgate-Palmolive Co., a similar lawsuit that was filed before this one. December 2016: A false advertising class-action lawsuit…
![](https://truthinadvertising.org/wp-content/uploads/2015/03/WEB-Toms-of-Maine-Silly-Strawberry-Toothpaste.jpg)
Tom’s of Maine Toothpaste
May 2015: This action was voluntarily dismissed When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled., the reasons for which have not been…
![](https://truthinadvertising.org/wp-content/uploads/2014/03/WEB-Toms-Toothpaste.jpg)
Tom’s Toothpaste
April 2016: The appeal was voluntarily dismissed, the reasons for which have not been disclosed. March 2016: A federal judge granted final approval of a settlement of this lawsuit. According…
![](https://truthinadvertising.org/wp-content/uploads/2014/03/WEB-Toms-Toothpaste.jpg)
Tom’s of Maine Natural Claims
In October 2016, a class-action lawsuit was filed against Colgate-Palmolive and Tom’s of Maine for allegedly falsely marketing Tom’s of Maine products as “natural” when they actually have synthetic and…
![](https://truthinadvertising.org/wp-content/uploads/2014/10/WEB-Speed-Stick-.jpg)
Speed Stick® Deodorants
August 2015: The claims in this lawsuit were dismissed When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled., the reasons for which have…
![](https://truthinadvertising.org/wp-content/uploads/2014/08/WEB-Toms-Toothpaste.jpg)
Tom’s Toothpaste Products
March 2016: A federal judge granted final approval of a settlement in another false advertising class-action lawsuit against Tom’s of Maine that will also resolve the claims in this lawsuit.…
![](https://truthinadvertising.org/wp-content/uploads/2015/06/WEB-LHS_Antibacterial-Collection.jpg)
Softsoap Antibacterial Handsoap
February 2016: The appeal was voluntarily dismissed, the reasons for which have not been disclosed. December 2015: An objector filed a Notice of Appeal regarding the final approval of the…