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.
Tom’s of Maine
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.
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By the Numbers: Greenwashing Class-Action Lawsuits
TINA.org has tracked more than 100 lawsuits alleging greenwashing.
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.
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It’s the “natural” deodorant whose sole active ingredient is not natural.
Class-Action Tracker
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
Tom’s of Maine Toothpastes and Deodorants
Allegations: False natural claims
Tom’s of Maine Deodorants
Allegations: Deceptively using slack-filled containers
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.…
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…
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…
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…
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…
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.…