Charmin Toilet Paper

Case Name (Date)

Lowry et al. v. Procter & Gamble Co.
25-cv-108, W.D. Wash.
(Jan. 2025)

Product/Service

Charmin toilet paper

Allegations

Falsely marketing that the brand “Keep[s] Forests as Forests” and protects, grows and restores trees when the company uses harmful logging practices to source materials and replaces the trees it cuts with trees that are valuable for logging instead of trees that “mimic” the trees that it cut down

Misleadingly referencing the Forest Stewardship Council (FSC) in marketing when only a small fraction of the wood pulp used in products is from FSC-certified forests

Misleadingly using the Rainforest Alliance Certified logo on its website when the Rainforest Alliance stopped its certification program

Misleadingly using a Rainforest Alliance Forest Allies logo on product packaging that is “practically identical” to the certification seal when the Forest Allies program has no certification process and is actually a program that supports forests in the tropics