Colgate’s Tom’s Of Maine Back In Federal Court Over ‘Natural’ Claims

Tom's natural claims on toothpastes and deodorants are false and misleading, a plaintiff alleges in a proposed class action filed in Massachusetts federal court. Similar to previous complaints against Colgate/Tom’s, the plaintiff’s case is premised on the contention that “natural,” as opposed to “100% natural,” means no synthetic ingredients.

Natural vs synthetic sign. Natural or synthetic choice concept

Consumers assume that “natural” products contain no synthetic ingredients, an expectation that Tom’s Of Maine toothpastes and deodorants do not meet, despite their natural claims, a plaintiff alleges.

Angela Munsell filed her proposed class action on 13 December 2019 in the US District Court

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