P&G Greenwashing Lawsuit Review | Deceptive Marketing Claims
The Deceptive Marketing lawyers at The Lyon Firm are investigating a recent Greenwashing Lawsuit that names P&G as a defendant in a class action that alleges the company misled consumers with unsubstantiated environmental claims. Contact our attorneys to learn more about the legal process, and to discuss the potential for filing class action greenwashing complaints.
Understanding the P&G Charmin Greenwashing Lawsuit
A recent class action lawsuit alleges Procter & Gamble deceived American consumers and purchasers of their Charmin toilet paper products with broad, misleading environmental claims about how it sources the pulp and paper.
In a proposed class action, plaintiffs claim Procter & Gamble obtains most wood pulp for Charmin from the Canadian boreal forest with unsustainable logging practices. The complaint notes that if in fact true, the business practice is contradictory to P&G’s public commitment to protecting the environment, and the company’s “Keep Forests as Forests” marketing campaign.
Charmin packaging has a “Protect-Grow-Restore” logo alongside logos from the Forest Stewardship Council (FSC) and Rainforest Alliance. Plaintiffs claim this is misleading the consumer because P&G uses little pulp from FSC-certified forests and the Rainforest Alliance no longer has a certification program. In their sustainable pledge, Charmin claimed to use only pulp certified by the FSC, and entity that promotes responsible forest management.
The P&G greenwashing lawsuit notes several issues with P&G’s marketing practices, including misleading certifications, unsustainable practices, and false claims about reforestation. Plaintiffs have alleged that P&G’s replanting scheme fails to keep the important ecosystem intact, resulting in degradation of forest health, reduced biodiversity, and reduced carbon storage capability.
FTC Green Guide Violations
The published class action P&G greenwashing complaint alleged that the company’s marketing practices are deceptive and violate consumer protection laws. Some states use the FTC’s Green Guides as the legal standard for making bold marketing claims, and the Green Guides specify that companies must provide clear and substantiated evidence specifically for environmental claims.
FTC guidelines prohibit overstating environmental benefits, omitting material information about harmful practices, and using certifications in a misleading manner.
If Procter & Gamble’s marketing deceived consumers into buying or paying too much for Charmin toilet paper, and possibly violated the U.S. Federal Trade Commission’s Green Guides, which the complaint alleges, then damages can be awarded. Lawyers in similar deceptive marketing and greenwashing cases say the only way companies can be held accountable is by hitting them with punitive damages and forcing them to alter their sales tactics. The lawsuit, filed in Seattle federal court, seeks restitution, compensatory damages and punitive damages for violations of consumer protection laws in dozens of states.
Perhaps in response to legal pressure, Procter & Gamble said they will disclose more details about how they audit wood-pulp suppliers later this year. This is not the first time consumers have taken legal action against the company. In 2023, plaintiffs filed a greenwashing complaint over their “Nature Fusion” product labels, claiming it was misleading. That case was dismissed by the California courts.
Can I file a Greenwashing Lawsuit?
Consumers, environmental advocacy law firms, and some attorney generals are filing greenwashing lawsuits against companies in the food, personal care products, fashion, cosmetics, transportation, and technology industries. All these cases say consumers are misled and often pay more when companies exaggerate their natural, sustainable, and eco-friendly initiatives. Contact our legal team to learn more about filing class action greenwashing complaints.