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 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 was filed against Colgate-Palmolive for allegedly falsely marketing Colgate Optic White toothpaste as having the ability to “Deeply Whiten[]” teeth and “Go[] Beyond Surface Stain Removal To Deeply Whiten,” as well as being “clinically proven to whiten teeth with peroxide” when, in reality, the toothpaste does not go beyond surface stains because there is not enough peroxide in it and because the peroxide gets rinsed away before it can deeply whiten teeth. The lawsuit was transferred to federal court in February 2017. (Vigil et al v. Colgate-Palmolive Co., Case No. 17-cv-929, N. D. CA.)
For more information about other class-action lawsuits filed against Colgate-Palmolive and TINA.org’s coverage of the company, 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
Colgate Optic White and Colgate Optic White Platinum Toothpastes
Palmolive® Ultra Pure + Clear® Dish Detergents
Various Tom’s of Maine Products
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
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.
Tom’s of Maine’s ‘Naturally Dry’ Deodorant
It’s the “natural” deodorant whose sole active ingredient is not natural.
Sale or Not? ‘As Advertised’ Tags at Target
It sounds like a sale but is it?
7 Super Bowl Companies with Advertising Fouls
TINA.org is throwing the flag on several Big Game advertisers this year.
A Toothache for Colgate
Colgate is in deep water with its teeth-whitening claims for Optic White products.