Once again, advertising watchdogs are slamming Gwyneth Paltrow’s Goop. The regulatory rumble is a reminder about adhering to truth-in-advertising standards outlined by the Federal Trade Commission.
FTC and Goop Strike A Deal
In 2018, the state of California sued Gwyneth Paltrow’s lifestyle brand, Goop, for allegedly violating truth-in-advertising standards. According to the original complaint, Goop published scientific claims without having any “competent and reliable scientific” evidence to back them up.
The incident didn’t dominate headlines. Goop quickly quarantined the bad P.R. by agreeing to a $145,000 settlement with the FTC. The lifestyle website didn’t admit liability and further asserted that it hadn’t received any “complaints regarding these product claims.”
The FTC agreement included a five-year-long provision that Goop would refrain from “making any claims regarding the efficacy or effects of any of its products without possessing competent and reliable scientific evidence that substantiates the claims.”
TINA: Goop Is Still Making Outrageous Comments That Violate Truth-In-Advertising Agreements
Enter “The Goop Lab,” a Netflix Original docuseries where Gwyneth and crew take their high-end “wellness” brand to the silver screen.
In 2018, Truth in Advertising (TINA), an active consumer watchdog group, filed a formal complaint with California regulators. The group accused Goop of publicizing “more than a dozen examples of deceptive marketing materials” for “11 different products ranging from perfumes, candles, and supplements.”
TINA’s latest complaint once again accuses Goop of “deceptively marketing products as able to treat and/or mitigate the symptoms of several medical conditions, including anxiety, depression, OCD, hormone imbalances, and hair loss, as well as address the symptoms of excessive alcohol consumption.” The truth-in-advertising advocate avers that Goop violates “the 2018 Stipulated Judgment that it entered into with the State of California.”
TINA took particular issue with a perfume that claims to help “improve memory”; an oil that allegedly “treats OCD”; patchouli that supposedly “dissipates” anxiety and depression; and an aloe that reportedly alleviates “neurosis.”
What You Need to Know About FTC Truth-In-Advertising Rules
You can click here for more detailed information and guidance on how to achieve truth-in-advertising and other FTC guidelines. In brief, the golden marketing rules are simple:
- Don’t lie;
- Use disclosures generously; and
- If you make medical or scientific claims in promotional materials, have substantial evidence to back them up.
Connect with an FTC Defense Lawyer
The Gordon Law Group has beaten the FTC in court. We represent businesses and individuals accused of violating marketing regulations and guidelines. If you’ve found yourself a target of the Federal Trade Commission, let’s talk. We have the experience and connections needed to secure the best possible outcome.
