Benjamin Moore ‘Natura’ Paint Deceptively Labeled, Suit Says

Berkshire Hathaway unit Benjamin Moore & Co. deceptively markets “Natura” paints as environmentally friendly products when they emit harmful fumes, according to a proposed consumer class suit.

Natura paints are advertised, marketed, and sold as “green” paints that have “Zero VOCs,” “Zero emissions,” and “No harsh fumes,” Californian Adam Keats says in a suit recently moved to the U.S. District Court for the Northern District of California.

However, Natura paints contain and emit volatile organic compounds at more than background levels, Keats alleges.

Keats says he, like many consumers concerned about human and environmental health, actively seeks products that don’t ...