Consumer Lawsuits Seize on Uncertainty Over ‘Plant-Based’ (1)

Makeup removing wipes made by Kenvue Inc. brands are among the targets for a new batch of US consumer lawsuits charging that ‘plant-based’ marketing labels can make products sound more environmentally friendly or less toxic than they actually are.

Companies will continue to face marketing scrutiny while there’s still uncertainty between businesses, consumers, regulators, and the courts about when ‘plant-based’ and similar terms are misleading, said Jeffrey Greenbaum, an advertising lawyer at Frankfurt Kurnit Klein & Selz.

“Environmental marketing is a huge, huge priority for companies right now; addressing climate change is a huge issue for consumers right now; and ...