Class Action

Colgate Optic White and Colgate Optic White Platinum Toothpastes

Class Action

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 a complaint is dismissed with prejudice, it cannot be refiled., the reasons for which have not been disclosed.

July 2018: Plaintiffs in the Dean case appealed the district court’s order denying class certification.

March 2018: A federal judge in the Dean case denied plaintiffs’ motion to certify the class.

June 2017: The Dean case was stayed pending an FTC investigation of the company’s claim that the toothpaste whitens teeth.

November 2016: The named plaintiff in Vigil voluntarily dismissed her claims When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled., the reasons for which have not been disclosed.

January 2015 – May 2016: Three class-action lawsuits were filed against Colgate-Palmolive Co. for allegedly deceptively marketing Colgate Optic White toothpaste. According to the complaints, the company deceptively markets Colgate Optic White toothpaste as “Go[ing] Beyond Surface Stain Removal to Deeply Whiten” teeth when, in reality, the toothpastes do not work as advertised. The complaint alleges that there is not enough of the whitening ingredient (peroxide) in the toothpastes and that it is not in contact with the teeth for long enough. To see the complaints, click on the links below.

According to the Canale complaint, the company also deceptively markets Colgate Optic White Platinum toothpaste as “Deeply Whiten[ing] More Than 3 Shades” when the toothpaste does not work as advertised.

For more information about toothpastes and TINA.org’s coverage of the products, click here.


Legal Action

Colgate-Palmolive

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.


Class-Action Tracker

Fabuloso Cleaning Products

Class Action

Fabuloso Cleaning Products

Allegations: Failing to disclose that products contain a bacteria and may increase the risk of contracting invasive infections

Speed Stick Stain Guard

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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…

Palmolive® Ultra Pure + Clear® Dish Detergents

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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

Class Action

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…


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