Gwyneth Paltrow’s GOOP Company Accused of Deceptive Advertising


by Julie Fidler, NaturalSociety:

Some are saying that Gwyneth Paltrow has given out some not-so-sage advice on her website, GOOP. In early 2017, the actress recommended that women place jade eggs inside of their vaginas all day or while they slept to “increase vaginal muscle tone, hormonal balance, and feminine energy in general.” Unsurprisingly, OBGYN’s across the country responded with shock and quickly advised women against the germy practice. Now GOOP, Paltrow’s lifestyle company, is facing legal action over some of the claims it makes about the products it sells online. [1] [2]


Truth in Advertising, or TINA, has filed a formal complaint with 2 California district attorneys following an investigation, which revealed that GOOP is making deceptive health claims to promote the products it sells on its website. [1]


The watchdog group cites 51 examples of products sold on the GOOP website which the company advertises can “treat, cure, prevent, alleviate the symptoms of, or reduce the risk of developing a number of ailments.” Some of the products in question include a rose quartz egg for hormonal balance, and a detox seaweed bath soak which is said to fight aging. TINA is taking aim at both GOOP-brand products such as vitamins, and products from outside vendors.

TINA argues that GOOP “does not possess the competent and reliable scientific evidence required by law to make such claims.”

Bonnie Patten, executive director of, said in a statement:

“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.

GOOP needs to stop its misleading profits-over-people marketing immediately.”

In response, a GOOP spokesperson said:

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