Tide Class Action Lawsuit Says Purclean Laundry Detergent Isn’t So Pure

A class action lawsuit claims that Tide purclean laundry detergent is marketed as being made from plant-based ingredients when it actually contains cleaning aids that are sourced from petroleum.

Plaintiff Linda Cole says she’s purchased Tide purclean laundry detergent numerous times based on label statements that it was plant-based and that it contained “0% dyes, phosphates, chlorine brighteners.”

According to the Tide class action lawsuit, the back label of Tide purclean further confirms that the detergent is “A Powerful Plant-Based Clean You Can Feel Good About.”

The Tide purclean ingredients are listed as the following:

• Plant-Based Cleaning Agents (Sodium Lauryl Sulfate, C10-16 Pareth, C10-16 Alkyldimethylamine Oxide)
• Plant-Based Solvents (Propylene Glycol, Alcohol)
• Plant-Based Suds Reducer (Sodium Salts Of C12-18 Fatty Acids)
• Plant-Based Water Softener (Sodium Citrate)
• Plant-Based Enzymes (Subtilisin, Amylase Enzyme)
• Mineral-Based Stabilizer (Sodium Borate)
• Cleaning Aids (Polyethyleneimines Alkoxylated)
• Fragrances
• Water

After reviewing both the front and back label, Cole argues that reasonable consumers would naturally assume the Procter & Gamble product consists entirely of plant-based ingredients.

However, the Tide purclean class action lawsuit states that the most dominant ingredient used in the laundry detergent is its cleaning aids which come from petroleum, not plants.

Cole says Tide purclean is sold at a higher price than other laundry detergents based on its deceptive marketing.

The Tide class action lawsuit claims that Cole overpaid for the laundry detergent based on the misleading label statements and is owed financial restitution.

“The Product was worth less than what Plaintiff paid for it and she would not have paid as much absent Defendant’s false and misleading statements and omissions,” the Tide class action lawsuit states.

The plaintiff says her experience is similar to other putative Class Members in that all consumers were exposed to the same false marketing claims and therefore paid more than they otherwise would have if they had known the truth.

“The representations took advantage of consumers’ cognitive shortcuts made at the point-of-sale and their trust in defendant, a well-known and respected brand or entity in this sector,” the Tide purclean class action lawsuit claims.

According to Cole, if Procter & Gamble make changes to its formula of Tide purclean so that all of its ingredients are plant-based or if the company discloses the inclusion of petroleum in its products, she would consider purchasing the detergent again.

The plaintiff accuses Procter & Gamble of violating New York’s consumer protection laws, negligent misrepresentation, unjust enrichment, fraud, breach of express warranty and other laws.

She is seeking injunctive relief which would force Procter & Gamble to remove and/or correct certain Tide purclean label statements.

In addition, she is seeking monetary damages on behalf of herself and a potential Class of all New York consumers who purchased Tide purclean laundry detergent.

Did you purchase Tide purclean laundry detergent based on its label claims? Tell us your story in the comment section below.

Cole is represented by Spencer Sheehan of Sheehan & Associates PC.

The Tide Purclean Laundry Detergent Class Action Lawsuit is Linda Cole v. The Procter & Gamble Co., Case No. 7:20-cv-06680, in the U.S. District Court for the Southern District of New York.

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