Colgate-Palmolive
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.
Colgate Charcoal Toothpastes
Case Name (Date)
Bermudez et al. v. Colgate-Palmolive Co.
21-cv-10988, S.D.N.Y.
(Dec. 2021)
Product/Service
Colgate charcoal toothpastes, including Colgate Total Whitening + Charcoal Toothpaste and Colgate Optic White with Charcoal Teeth Whitening Toothpaste
Allegations
Falsely advertising toothpastes as safe when charcoal is abrasive and causes damage to enamel and gums
Status
Pending
Legal Action
Class-Action Tracker
Colgate and Tom’s of Maine Toothpastes
Allegations: Falsely advertising toothpaste tubes as recyclable
Tom’s of Maine Toothpastes
Allegations: False natural claims
Fabuloso Cleaning Products
Allegations: Failing to disclose that products contain a bacteria and may increase the risk of contracting invasive infections
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
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
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…
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.…
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…
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…
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…
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…
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…
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”…
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…
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…
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…
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…
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.…
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…
The Latest
Are Tom’s of Maine and Colgate toothpaste tubes really recyclable?
Allyson Chiu, The Washington Post
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…
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.
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.