Goop, the lifestyle company founded by Gwyneth Paltrow, has agreed to pay a large settlement after allegations it made unscientific claims about three of the brand’s products.
A consumer protection lawsuit was filed against the company’s vaginal eggs – which the former actress claims “cultivate sexual energy, clear chi pathways in the body, intensify femininity and invigorate our life force”.
Although the $66 (approx £50) Jade Egg and $55 (approx £42) Rose Quartz Egg are still up for grabs on the website, the lifestyle giant has agreed to pay $145,000 (approx £111,846) to settle the allegations.
A herbal product known as Inner Judge Flower is also named in the case, after Goop made unscientific claims that it can be used to beat depression.
In addition to the financial settlement, Goop has agreed to refund money to customers who have purchased the products from January to August last year.
A somewhat dubious track record
It’s not the first time the lifestyle brand has come under fire for false advertising and misleading health claims.
Back in July, it was revealed that Goop teamed up with publishing house Condé Nast to run interviews with non-traditional practitioners. But when the publishing powerhouse wanted to fact-check Goop articles, the partnership promptly ended after just two issues.
“I think for us it was really like we like to work where we are in an expansive space. Somewhere like Condé, understandably, there are a lot of rules,” Paltrow told the New York Times.
Last month, the lifestyle corporation fell under scrutiny once more when nonprofit group Truth in Advertising accused Goop of exploiting women with products which claim to combat health problems.
Although Goop has denied recent allegations that the California-based company has made unscientific claims regarding three of its products, the firm decided to settle the matter quickly.
Erica Moore, the company’s chief financial officer, announced in an official statement: “Goop provides a forum for practitioners to present their views and experiences with various products like the Jade Egg.”
“The law, though, sometimes views statement like this as advertising claims, which are subject to various legal requirements.”
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