Ecover ‘Plant Based’ Cleaning Product Deception Lawsuit Advances

S.C. Johnson & Son Inc. won’t get an early out from a proposed class lawsuit alleging it dupes consumers into thinking its Ecover cleaning products are made exclusively from plant and mineral ingredients, a federal court in California said.

Elizabeth Maisel pleaded viable claims under California consumer protection law, and her breach of warranty claims also withstand dismissal, Magistrate Judge Thomas S. Hixson of the U.S. District Court for the Northern District of California said Wednesday.

Maisel says she bought dishwasher tablets, relying on label statements such as “Made using renewable plant-based & mineral ingredients” and “At Ecover, we have ...