THE WHAT? Not-for-profit organisation Truth In Advertising (TINA.org) has issued a complaint letter to California regulators accusing Gwyneth Paltrow’s lifestyle and wellness brand Goop of publishing deceptive marketing material. 

THE DETAILS The allegation follows a 2018 lawsuit where Goop was prohibited from ‘making false or misleading statements about nutritional supplements or medical devices, and claims that its products can treat diseases without prior FDA approval.’

Following on from this lawsuit, TINA.org is said to have undertaken a new investigation that found more than a dozen examples of deceptive marketing covering products on its site across perfumes, candles and supplements. 

This week TINA.org issued a complaint letter to regulators calling for the reopening of the investigation and appropriate reinforcement action to be taken. 

THE WHY? Goop is well known for its holistic approach to its products and experiences, and has been accused of putting consumers at potential risk due to misleading claims.

TINA.org Executive Director Bonnie Patten said, “Goop seems to have forgotten that it is legally bound by a court order to refrain from engaging in deceptive marketing or, worse, is knowingly violating the order. It is outrageous that Goop continues to exploit health issues in order to make money.”