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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 Toothpaste Tube Marketing

Evidence

Colgate Toothpaste Tube Marketing

Below is a sampling of Colgate marketing materials that deceptively claim its toothpaste tubes are recyclable.

Colgate Optic White and Colgate Optic White Platinum Toothpastes

Class Action

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 Toothache for Colgate

Ad Alert

A Toothache for Colgate

Colgate is in deep water with its teeth-whitening claims for Optic White products.

Colgate Optic White Toothpaste

Class Action

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…

Colgate, Tom’s of Maine Need to Brush Up on What ‘Recyclable’ Means to Consumers

Consumer News

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.

TINA.org Reports Colgate, Tom’s of Maine to Regulators for Greenwashing

Press Release

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 Charcoal Toothpastes

Class Action

Colgate Charcoal Toothpastes

Allegations: Falsely advertising toothpastes as safe when charcoal is abrasive and causes damage to enamel and gums

Palmolive® Ultra Pure + Clear® Dish Detergents

Class Action

Palmolive® Ultra Pure + Clear® Dish Detergents

In May 2019, a class-action lawsuit was filed against Colgate-Palmolive Company for allegedly misleadingly marketing Palmolive® Ultra Pure + Clear® dish detergents as being “hypoallergenic” and containing “No Unnecessary ingredients”…

Colgate’s Optic White

Class Action

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…

Speed Stick® Deodorants

Class Action

Speed Stick® Deodorants

August 2015: The claims in this lawsuit were dismissed When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled., the reasons for which have…

Tom’s of Maine

Brands

Tom’s of Maine

TINA.org investigated Colgate-Palmolive’s marketing campaign for its Colgate and Tom’s of Maine’s toothpaste tubes, which are deceptively advertised as “recyclable” despite not being recycled in reality. To read more about…

Colgate and Tom’s of Maine Toothpastes

Class Action

Colgate and Tom’s of Maine Toothpastes

Allegations: Falsely advertising toothpaste tubes as recyclable

CATrends: ‘Anti Stain’ and ‘Anti Mark’ Antiperspirants

Consumer News

CATrends: ‘Anti Stain’ and ‘Anti Mark’ Antiperspirants

Class-action lawsuits allege antiperspirants’ marketing claims don’t stick.

Fabuloso Cleaning Products

Class Action

Fabuloso Cleaning Products

Allegations: Failing to disclose that products contain a bacteria and may increase the risk of contracting invasive infections

Are Tom’s of Maine and Colgate toothpaste tubes really recyclable?

Media Coverage

Are Tom’s of Maine and Colgate toothpaste tubes really recyclable?

Allyson Chiu, The Washington Post

Softsoap Antibacterial Handsoap

Class Action

Softsoap Antibacterial Handsoap

February 2016: The appeal was voluntarily dismissed, the reasons for which have not been disclosed. December 2015: An objector filed a Notice of Appeal regarding the final approval of the…

Tom’s of Maine Toothpastes and Deodorants

Class Action

Tom’s of Maine Toothpastes and Deodorants

Allegations: False natural claims

Lady Speed Stick Stain Guard

Class Action

Lady Speed Stick Stain Guard

October 2019: The case was transferred from state court to federal court. (Case No. 19-cv-2934, E. D. MO.) July 2019: A class-action lawsuit was filed against Colgate-Palmolive for allegedly falsely…

Speed Stick Stain Guard Antiperspirants

Class Action

Speed Stick Stain Guard Antiperspirants

October 2019: This case was transferred from state court to federal court. (Case No. 19-cv-2710, E.D. Mo.) July 2019: A class-action lawsuit was filed against Colgate-Palmolive for allegedly falsely marketing…

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Colgate-Palmolive

Colgate Toothpaste Tube Marketing

Colgate Optic White and Colgate Optic White Platinum Toothpastes

A Toothache for Colgate

Colgate Optic White Toothpaste

Colgate, Tom’s of Maine Need to Brush Up on What ‘Recyclable’ Means to Consumers

TINA.org Reports Colgate, Tom’s of Maine to Regulators for Greenwashing

Colgate Charcoal Toothpastes

Palmolive® Ultra Pure + Clear® Dish Detergents

Colgate’s Optic White

Speed Stick® Deodorants

Tom’s of Maine

Colgate and Tom’s of Maine Toothpastes

CATrends: ‘Anti Stain’ and ‘Anti Mark’ Antiperspirants

Fabuloso Cleaning Products

Are Tom’s of Maine and Colgate toothpaste tubes really recyclable?

Softsoap Antibacterial Handsoap

Tom’s of Maine Toothpastes and Deodorants

Lady Speed Stick Stain Guard

Speed Stick Stain Guard Antiperspirants