Katherine Webster  |  January 5, 2021

Category: Cleaning Products

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Tide purclean may be mislabeled.

A new class action lawsuit alleges Tide purclean contains non-plant-based ingredients, contrary to the product’s marketing.

The lead plaintiff, Illinois resident Paula Ogurkiewicz, says Procter & Gamble markets and sells Tide purclean as being “100% plant-based or derived solely from plant-based ingredients.”

However, unbeknownst to the plaintiff and other consumers, Tide purclean is actually partially derived from petroleum, the class action lawsuit says. 

Ogurkiewicz says consumers are being harmed by purchasing the product “under false pretenses” and by paying more than they would have had they known the truth — if they’d still have chosen to purchase it at all.

The plaintiff claims consumers have become more “eco-conscious” when purchasing laundry products, and Procter & Gamble, wishing to capitalize on that trend, launched the purportedly “plant based” Tide purclean.

According to the complaint, the product’s labeling features the Tide name on a green leaf, “further suggesting the Product is derived entirely from eco-friendly plant-based materials.”

A new class action lawsuit alleges Tide purclean contains non-plant-based ingredients, contrary to the product’s marketing.In addition, the Tide purclean label furthers the idea the product is eco-friendly by stating it contains “0% dyes, phosphates, chlorine brighteners.” The back label says Tide purclean is “A Powerful Plant-Based Clean You Can Feel Good About.”

However, the product is actually derived in part from petroleum-based ingredients, the plaintiff alleges.

“In particular, the ‘cleaning aids’ utilized in the Product are Polyethyleneimines Alkoxylated. These cleaning aids are derived from petroleum — not plants,” the class action lawsuit says.

As such, Ogurkiewicz says, Tide purclean “is not derived entirely from eco-friendly plant-based materials.”

She does acknowledge the product label contains a “miniscule” disclaimer that indicates Tide purclean is “only 75% biobased content,” but argues that disclaimer is inconsistent with the more prominent representations made on the label.

The plaintiff says the product label fails to meet Federal Trade Commission guidelines and points out Procter & Gamble agreed in August 2020 to “stop making these unqualified representations.”

Ogurkiewicz, who purchased Tide purclean on multiple occasions over the last four years, says she relied on the representations made by the product when making her purchases.

She says she would not have bought and used Tide purclean had she known it was made using petroleum, “a non-renewable resource that is a substantial contributor to global warming.”

Similar allegations regarding Tide purclean were made in another recent class action lawsuit against Procter & Gamble.

Ogurkiewicz is asking the court to order a stop to the defendant’s alleged unlawful conduct and seeks awards of actual, punitive and statutory damages; attorneys’ fees and court costs; restitution; pre- and post-judgment interest; and any further relief the court deems appropriate.

She also demands a jury trial.

Did you purchase Tide purclean believing it to be 100% plant based? Let us know in the comment section below.

The plaintiff is represented by Gary M. Klinger, Gary E. Mason and David K. Lietz of Mason Lietz & Klinger LLP.

The Tide purclean Class Action Lawsuit is Paula Ogurkiewicz, et al. v. The Procter & Gamble Co., Case No. 1:21-cv-00029, in the U.S. District Court for the Northern District of Illinois, Eastern Division.

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182 thoughts onClass Action Lawsuit Alleges Tide Purclean Label Is Misleading

  1. Tulen says:

    Please add me, been using Tide forever

    1. Kim Mason says:

      Please add me, I only use Tide

  2. Natalie Higbee says:

    I cant believe I came across this, I thought I was maybe using too much and I swore one day saying I was going to count my loads to see if I got anywhere close to 64.. NOW I know why, it wasn’t even me.. great information

  3. Angela Jackson says:

    Please add me I only use tide

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