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.
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