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’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 to plaintiffs, the toothpaste does not work as advertised because it does not contain enough of the whitening ingredient and does not come in contact with teeth long enough to deeply whiten them. (Willis et al v. Colgate-Palmolive Co., Case No. 19-cv-8542, C. D. CA.)
For more of TINA.org’s coverage of Colgate’s Optic White toothpastes, 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
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
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
Crest ‘Recycle Ready’ Toothpaste Tubes
The bottom line? Toothpaste tubes aren’t generally getting recycled.
April Fools: How Some Companies Prank Consumers with Common Marketing Terms
These definitions are a joke.
2023 Reasonable Consumer Quiz
See how you stack up.
Most Deceptive Ads of 2023
Some of the worst ads TINA.org covered this year.
By the Numbers: Greenwashing Class-Action Lawsuits
TINA.org has tracked more than 150 lawsuits alleging greenwashing.