According to the new class action suit, despite Colgate-Palmolive previously settling in a similar class action three years ago, which saw the company agree to cease advertising the products as 'all natural', Colgate-Palmolive reverted back to the marketing as soon as the legal timeframe was complete. THE WHY? Munsell is citing plausible deception claims under the consumer protection laws of both states, stating that herself and other claimants purchased the products due to the natural claims, and that Colgate-Palmolive commanded a higher price for the items due to the alleged natural formula.