P&G Accused of Greenwashing Charmin’s Forest Protection Efforts

Procter & Gamble Co.'s label pledges that Charmin toilet paper supports forest preservation are greenwashed promises that mislead buyers seeking ethically sustainable products, a proposed class action alleged.

The consumer goods company “has been complicit in the clear cutting of untouched ancient primary forests in order to sell billions of dollars of single use toilet paper—all the while reassuring consumers with false claims that it was helping to regrow and restore these unique forests,” the complaint filed Thursday in the US District Court for the Western District of Washington said.

The consumers target Charmin’s “Keep Forests as Forests” campaign, which ...