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 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. (Coburn et al v. Tom’s of Maine, Inc., Case No. 20-cv-1036, C.D. Cal.)
For more of TINA.org’s coverage of the marketing of toothpastes, click here.
Class-Action Tracker
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
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
Tom’s of Maine Toothpastes and Deodorants
Allegations: False natural claims
Tom’s of Maine Deodorants
Allegations: Deceptively using slack-filled containers
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…
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
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
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…
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.…
The Latest
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.
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.