Lawsuit alleging Colgate's natural toothpaste is deceptive moves forward

A federal court has denied a motion to dismiss a lawsuit against Colgate-Palmolive and its unit Tom's of Maine alleging they deceptively marketed the toothpaste as "natural," though it has synthetic ingredients, Bloomberg Law reports.

The proposed class-action lawsuit, filed Dec. 13 by consumer Angela Munsell, claims Colgate-Palmolive and Tom's of Maine violated Massachusetts and Rhode Island law by falsely represent their toothpaste, according to Legal Newsline.

Ms. Munsell alleges the toothpaste contains "a host of artificial, synthetic and/or chemically processed ingredients."

She said the companies have deceived customers by "mislabeling and misrepresenting the products as natural" so customers buy them at a "price premium."

Ms. Munsell is seeking restitution, a jury trial, interest and all other relief.

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