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Colgate, Tom's Beat 'Natural' Deodorant False Ad Suit

By Gina Kim (January 4, 2024, 6:51 PM EST) -- Colgate and Tom's of Maine have defeated a false advertising class action and successfully decertified three subclasses of shoppers who challenged their use of "natural" on toothpaste and deodorant products, after a New York federal judge found Wednesday there are many interpretations of "natural" and therefore no generalized proof of deception....

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