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.
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.
- Canale et al v. Colgate-Palmolive Co., Case No. 16-cv-3308, S. D. NY.
- Dean et al v. Colgate-Palmolive Co., Case No. 15-cv-107, C. D. CA.
- Vigil et al v. Colgate-Palmolive Co., Case No. 16-cv-2697, N. D. CA.
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
Class-Action Tracker
Hello Kids Fluoride Rinses
Allegations: Deceptively marketing candy- and fruit-flavored mouth rinses as safe for children when fluoride mouth rinses are not safe for children younger than 6 years old
Colgate Toothpastes
Allegations: Failing to disclose that products contain, or are at risk of containing, toxic heavy metals, including lead and mercury
Colgate and Tom’s Toothpastes for Kids
Allegations: Falsely marketing products as safe for children when the fluoride in them is not safe for children to swallow
Tom’s of Maine Kid’s Natural Fluoride-Free Silly Strawberry Toothpastes
Allegations: Failing to disclose that products contain, or are at risk of containing, lead and arsenic
Tom’s Simply White Mint Paste, Tom’s Wicked Cool! Anticavity Toothpaste, and Tom’s Silly Strawberry Anticavity Toothpaste
Allegations: Marketing products as safe, healthy, natural, and effective
Fabuloso Cleaning Products
Allegations: Failing to disclose that products contain a bacteria and may increase the risk of contracting invasive infections
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
EltaMD Transparent Zinc Oxide Sunscreens
Allegations: Misleadingly marketing sunscreens as if the mineral ingredient zinc oxide is the only active ingredient
Colgate Charcoal Toothpastes
Allegations: Falsely advertising toothpastes as safe when charcoal is abrasive and causes damage to enamel and gums
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
Tom’s Toothpastes
Lady Speed Stick Stain Guard
Speed Stick Stain Guard Antiperspirants
Colgate’s Optic White
Hill’s Science Diet and Prescription Diet Canned Dog Foods
Palmolive® Ultra Pure + Clear® Dish Detergents
Various Tom’s of Maine Products
Colgate Optic White Toothpaste
Tom’s of Maine Toothpaste
Tom’s Toothpaste
Tom’s of Maine Natural Claims
Speed Stick® Deodorants
Tom’s Toothpaste Products
Softsoap Antibacterial Handsoap
The Latest
Connecticut AG probes recycling claims on HDPE toothpaste tubes
Steve Toloken , Plastic News
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.