
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.
TINA.org investigated Colgate-Palmolive’s marketing campaign for its Colgate and Tom’s of Maine’s toothpaste tubes, which are deceptively advertised as “recyclable” despite not being recycled in reality.
To read more about that investigation and TINA.org’s findings, click here.
TINA.org files greenwashing complaints against eco-friendly toothpaste brand.
The bottom line? Toothpaste tubes aren’t generally getting recycled.
These definitions are a joke.
See how you stack up.
Some of the worst ads TINA.org covered this year.
TINA.org has tracked more than 150 lawsuits alleging greenwashing.
With Earth Day right around the corner, here’s a handful of items whose earthy claims have been challenged.
It’s the “natural” deodorant whose sole active ingredient is not natural.
Allegations: Failing to disclose that products contain, or are at risk of containing, lead and arsenic
Allegations: Marketing products as safe, healthy, natural, and effective
Allegations: Misleadingly marketing products as safe and gentle whitening toothpastes when charcoal is abrasive to enamel and gums
Allegations: Falsely advertising toothpaste tubes as recyclable
Allegations: False natural claims
Allegations: False natural claims
Allegations: Falsely marketing toothpaste as “antiplaque” when none of the ingredients reduce, prevent or remove plaque
Allegations: False natural claims
Allegations: Deceptively using slack-filled containers