Tom’s Activated Charcoal Toothpastes
Allegations: Misleadingly marketing products as safe and gentle whitening toothpastes when charcoal is abrasive to enamel and gums
Daly et al. v. Tom’s of Maine, Inc.
23-cv-223, N.D. Ill.
(Nov. 2022)
Tom’s of Maine toothpastes
False natural claims
Pending
Allegations: Misleadingly marketing products as safe and gentle whitening toothpastes when charcoal is abrasive to enamel and gums
Allegations: Falsely advertising toothpaste tubes as recyclable
Allegations: False natural claims
Allegations: Falsely marketing toothpaste as “antiplaque” when none of the ingredients reduce, prevent or remove plaque
Allegations: False natural claims
Allegations: Deceptively using slack-filled containers
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.…
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…
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…
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…
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…
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.…
See how you stack up.
Some of the worst ads TINA.org covered this year.
TINA.org has tracked more than 100 lawsuits alleging greenwashing.
TINA.org files greenwashing complaints against eco-friendly toothpaste brand.
With Earth Day right around the corner, here’s a handful of items whose earthy claims have been challenged.