Nonprofit group Truth in Advertising claims Goop is exploiting women by marketing products as having the ability to treat diseases and disorders
Goop, the lifestyle and publishing company founded by Oscar-winning Hollywood actress Gwyneth Paltrow, is facing new criticisms from an advertising watchdog for making false claims promoting almost 50 products, including a Carnalian crystal claimed to treat infertility and the now-infamous jade vaginal egg promoted as preventing uterine prolapse.
The new claims against Goop were lodged with two California district attorneys connected to the California Food, Drug and Medical Task Force by Truth in Advertising (Tina), a nonprofit group that says it conducted an investigation into Goop for using “unsubstantiated, and therefore deceptive, health and disease-treatment claims to market many of its products”.
In addition, the group drew attention to claims that walking barefoot “cures insomnia” and that the company’s signature perfume “improves memory” and can “work as antibiotics”.
Bonnie Patten, the group’s executive director, said that “marketing products as having the ability to treat diseases and disorders not only violates established law but is a terribly deceptive marketing ploy that is being used by Goop to exploit women for its own financial gain”.
Tina said it had contacted Paltrow’s firm earlier this month to “remedy the deceptive marketing”. It noted that Goop had since made “limited changes” and called on California authorities to look into the matter further.
Last month, Goop published a letter defending its unorthodox health practices. “Being dismissive of discourse, of questions from patients, of practices that women might find empowering or healing, of daring to poke at a long-held belief–seems like the most dangerous practice of all.”
In the latest salvo against the company, the adverting watchdog listed dozens more products it says Goop makes claims for that are “unsubstantiated, and therefore deceptive, health and disease-treatment claims to market many of its products”.
The complaint also listed Goop’s essential oils claimed to “help tremendously with chronic issues from anxiety and depression to migraines”; Goop’s Black Rose Bar, “brilliant for treating acne, eczema and psoriasis”; Goop’s Eau De Parfum: Edition 02, said to contain ingredients that improve memory, treat colds and work as antibiotics; and Goop’s Aromatic Stress Treatment that “treats the nerves (it’s been shown to help alleviate panic attacks)”.
In June, Paltrow, 44, conceded on Jimmy Kimmel Live! that she is sometimes baffled by the unconventional products and practices her brand promotes. Asked about the practice of “earthing” – walking barefoot – she ventured “there’s some sort of electromagnetic thing that we’re missing. It’s good to take your shoes off in the grass”.
Paltrow eventually conceded: “I don’t know what the fuck we talk about!”