Gwyneth Paltrow’s controversial lifestyle and wellness brand Goop is facing some adversity these days. Just a month after settling a consumer protection case in California over unscientific claims, Goop has been reported to two regulators in the UK — the National Trading Standards and the Advertising Standards Authority.
Goop was reported by Good Thinking Society, a pro-science organisation, for 113 misleading claims on their website. According to Good Thinking Society, the 113 claims are in violation of UK advertising law.
According to documents seen by The Sunday Times, Good Thinking Society alleges that Goop is making “potentially dangerous” claims about health products, the effects of which are “unproven.”
Per Retail Gazette, some of the products in question are a range of sun protection products, pre-natal supplements, and a “medicine bag” featuring a selection of “health-giving” stones.
Project manager at Good Thinking Society, Laura Thomason, tells The Independent: “It is shocking to see the sheer volume of unproven claims made by Gwyneth Paltrow’s Goop about their products, especially given that some of their health advice is potentially dangerous.”
The settlement reached by Goop in California last month was in relation to unsubstantiated claims about Goop products called jade egg, rose quartz egg, and the oil inner judge flower essence blend.
The eggs, Goop claimed, help regulate women’s menstrual cycles and increase sex drive when inserted into the vagina. These claims have been refuted by gynaecologists. Goop claimed that oil inner judge flower essence blend could help prevent “depressive states.” Goop paid $145,000 (£112,975) in the settlement.
Goop launched in the UK on September 24 2018 with their first European e-commerce site and a pop up shop in London’s Notting Hill.