Colgate-Palmolive and Tom's of Maine $2.9M Settlement for Deceptive Toothpaste Marketing

In a recently approved consumer class action, Colgate-Palmolive and its subsidiary Tom’s of Maine faced allegations that Tom’s of Maine toothpaste was marketed in a deceptive way, tied to events following an FDA inspection of the company’s Sanford, Maine facility. The case—*Rabinowitz et al. v. Colgate-Palmolive Company et al.*, filed in the U.S. District Court for the Eastern District of New York—concerns whether consumers were misled through product claims made on toothpaste labels or advertisements. Under the proposed settlement, eligible U.S. buyers who purchased Tom’s of Maine toothpaste during the class period (November 21, 2020 through March 6, 2026) may receive compensation, with the process designed to be relatively simple: some claimants can qualify without proof using an average MSRP amount, while others can receive a full refund for up to three products if they can substantiate purchases. The lawsuit was filed to challenge potentially misleading marketing practices and to hold the companies accountable through a class-wide remedy rather than individual suits. Its significance lies in the $2.9 million settlement fund, which reflects the risks companies face when marketing claims are scrutinized—especially after regulatory attention such as FDA inspections. More broadly, cases like this are part of an ongoing pattern in consumer protection and “false advertising” litigation, where plaintiffs often argue that health-related product representations may influence purchasing decisions and expectations. In the oral care and broader FDA-regulated consumer products industry, manufacturers must ensure that toothpaste claims comply with applicable laws and regulations—particularly those governing truthful, non-misleading statements—so settlements like this can signal that advertising and labeling strategies may need to be closely aligned with regulatory scrutiny, consumer expectations, and enforcement priorities, as the claims move toward final approval in September 2026.