Tide class action claims detergent bottle does not yield 64 loads as advertised

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Tide detergent class action overview: 

• Who: A Tide detergent consumer sued its manufacturer, Procter & Gamble.
• Why: The plaintiff says the company deceptively markets Tide detergent.
• Where: The class action was filed in a New York federal court.

Procter & Gamble (P&G) misleadingly advertises Tide detergent as containing enough detergent for 64 loads when the small print clarifies that is only if a consumer uses a small amount of detergent per load, a new class action lawsuit alleges.

Plaintiff Aja Adeghe filed the class action complaint against The Procter & Gamble Co. on Nov. 25 in a New York federal court, alleging violations of state and federal consumer laws. 

According to the lawsuit, P&G manufactures and sells 2.72 liters of detergent marketed under the Tide brand as sufficient for 64 loads of laundry.

However, only if the consumer turns the container around and navigates “hundreds of words of varying size and fonts” will they learn the amount of detergent is only sufficient for approximately 64 loads if measured just below Bar 1 on the cap.

“For the majority of Americans who do laundry in loads reasonably characterized as ‘full,’ they will only be able to get half as many, or 32 loads of laundry, from the Product when run at high efficiency,” the Tide class action says.

Tide detergent sold at premium price as result of false, misleading representation, class action says

Representing that the product can provide 64 loads when these are the smallest size loads of laundry is misleading because consumers expect transparency, the lawsuit states.

As a result of the false and misleading representations, Procter & Gamble sells the product at a premium price of $12.99 for 92 ounces, the Tide class action says.

She’s looking to represent a class of New York residents who bought the product, plus a consumer fraud multistage class of consumers from Texas, South Dakota, Wyoming, Idaho, Alaska, Iowa, West Virginia, Arkansas, North Carolina and Utah.

Adeghe sued under state consumer laws and for breach of warranty and unjust enrichment. She seeks certification of the class action, damages, fees, costs and a jury trial.

Tide has also been the subject of class actions in the past.

In 2021, class action lawsuit alleged Tide Purclean contains non-plant-based ingredients, contrary to the product’s marketing.

Have you bought Tide detergent expecting to launder 64 loads? Let us know in the comments! 

The plaintiff is represented by Spencer Sheehan of Sheehan & Associates PC and James Chung Law Office. 

The Procter & Gamble class action lawsuit is Aja Adeghe, et al. v. The Procter & Gamble Co., Case No. 7:22-cv-10025, in the U.S. District Court Southern District of New York. 

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