Tom’s Consumers Win Class Status in ‘Natural’ False Ad Suit

Colgate-Palmolive Co. and its unit Tom’s of Maine Inc. must face a class suit by New York, California, and Florida consumers who allege toothpaste and deodorant products were deceptively marketed as “natural,” a New York federal court said.

Anne de Lacour, Andrea Wright, and Loree Moran allege 17 kinds of deodorant and 34 flavors of toothpaste contain “synthetic and highly chemically processed ingredients.”

Common issues predominate on their consumer protection law claims, Judge Kimba M. Wood of the U.S. District Court for the Southern District of New York said April 23.

Classwide evidence will determine whether the “natural” claim was ...