Tom’s ‘Natural’ Toothpaste, Deodorant False-Ad Lawsuit Dismissed

Colgate-Palmolive Co., its unit Tom’s of Maine, and a consumer have agreed to dismiss claims alleging the companies misleadingly market “natural” toothpaste and deodorant that have synthetic ingredients, according to a filing in Massachusetts federal court.

Last year, Angela Munsell’s proposed class claims on behalf of Massachusetts and Rhode Island consumers advanced, as the U.S. District Court for the District of Massachusetts said she stated plausible deception claims under those states’ consumer protection laws.

Tom’s argument that it gives consumers sufficient contextual information about the word “natural"—for example, on its website—may prevail at the summary judgment phase, Judge Nathaniel M. ...