Colgate-Palmolive, Tom’s Defeat ‘Natural’ Product False-Ad Suit

Colgate-Palmolive Co. and its Tom’s of Maine Inc. unit shook off a false-ad class action by consumers who challenged labels touting dozens of toothpaste and deodorant products touting as “natural.”

The lead plaintiffs offered no support for their allegation that reasonable consumers understand Tom’s use of “natural” to mean its products don’t contain synthetic or highly chemically processed ingredients, a federal judge said.

They offered consumer surveys, government guidance, and other proof purporting to establish a reasonable consumer’s understanding of “natural” that supported their theory, but it was rejected Wednesday by Judge Kimba M. Wood of the US District Court ...