Charmin class action alleges toilet paper not as sustainable as advertised

Charmin class action overview:

• Who: A group of plaintiffs filed a class action lawsuit against The Procter & Gamble Co., the maker of Charmin toilet paper.
• Why: The plaintiffs allege P&G falsely advertises Charmin toilet paper as being environmentally sustainable.
• Where: The Charmin class action lawsuit was filed in a Washington federal court.

A new class action lawsuit claims The Procter & Gamble Co. falsely advertises its Charmin toilet paper as being environmentally sustainable.

Plaintiffs Melissa Lowry, Adam Alzaldi, Dwight Chornomud, Melissa Cuevas, Pamela Giarrizzo, Carole Grant, Cynthia Meuse and LaTronya Williams claim P&G falsely claims that it replaces the trees used in the production of Charmin toilet paper.

The plaintiffs argue P&G’s Charmin toilet paper is sourced from the Canadian boreal forest, which they call “one of the most important biological ecosystems in the world.”

The plaintiffs argue P&G falsely advertises that Charmin toilet paper is sourced from forests certified by the Forest Stewardship Council and that the company plants two trees for every one tree it uses.

P&G also falsely claims Charmin toilet paper is certified by the Rainforest Alliance, the plaintiffs argue.

Charmin not as sustainable as P&G claims, class action alleges

The plaintiffs argue P&G’s advertising claims are misleading because, in reality, the company’s suppliers engage in clear-cutting and burning of Canada’s boreal forest and replant trees in a way that does not mimic the original ecosystem.

The Charmin greenwashing class action lawsuit claims P&G’s use of the Forest Stewardship Council and Rainforest Alliance logos is misleading, as the company’s products do not meet the standards set by these organizations.

The plaintiffs argue P&G’s alleged Charmin greenwashing violates the Federal Trade Commission’s Green Guides, which provide guidelines for environmental marketing claims.

The plaintiffs claim they would not have purchased Charmin toilet paper, or would have paid less for it, had they known the products were not as environmentally sustainable as P&G claims.

The Charmin greenwashing class action lawsuit alleges P&G is guilty of fraudulent concealment and violations of various state consumer protection laws.

Earlier this month, Procter & Gamble Co. was hit with a separate class action lawsuit alleging it falsely advertises a line of its ZzzQuil melatonin sleep aid products as able to help consumers fall asleep naturally, a new class action lawsuit alleges. 

Did you purchase Charmin toilet paper because you believed it was environmentally sustainable? Let us know in the comments.

The plaintiffs are represented by Steve W. Berman and Catherine Y.N. Gannon of Hagens Berman Sobol Shapiro LLP and Rebecca A. Peterson of George Feldman McDonald PLLC.

The Charmin class action lawsuit is Melissa Lowry, et al. v. The Procter & Gamble Company, Case No. 2:25-cv-00108, in the U.S. District Court for the Western District of Washington.

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