The Colgate-Palmolive Company settled a false-advertising class action last year without having to scrub its Tom’s of Maine products of “natural” labeling, but its run with Naturally Dry antiperspirants has come to an end following a contentious advertising self-regulatory ordeal.
Tom’s ‘Naturally Dry’ Claims Survived Class Action, Only To Perish At NAD
Companies that have settled lawsuits regarding the truthfulness of “natural” or other claims should take note of the National Advertising Review Board’s decision on jurisdictional issues raised last year by Colgate. The firm argued unsuccessfully that the National Advertising Division should not have reviewed Tom’s of Maine Naturally Dry antiperspirant claims because they were the subject of a court-approved class settlement.
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