All-Brand Detergent Does ‘Nowhere Close’ to Advertised Number of Loads, Class Action Claims

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A proposed class action lawsuit alleges Henkel Corporation has misleadingly labeled its All detergent given that an 88-fluid-ounce container can do “nowhere close” to as many loads of laundry as consumers are led to expect.

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The 16-page lawsuit says that despite the label’s overt claim that the All container has enough detergent for 58 loads, a small, diamond-shaped mark next to the claim quietly refers to an “obscure notation” found on the busy back label that reveals that this number can be reached only when doing “regular” loads “as measured to just below line 1” on the cap.

Per the suit, the fine-print message to which the diamond-shaped mark corresponds appears amid other difficult-to-read statements of different sizes and is positioned below a diagram showing that a so-called “regular” load is less than half of a high-efficiency (HE) full load, marked at line 4 on the cap. Therefore, for the “vast majority” of consumers who regularly do full loads of laundry, the product will last for only around 28 loads or fewer, the case argues.

Advertising that the container can provide 58 loads, when each load is half the size (or less) of what a consumer deems a full load, is “misleading and deceptive,” the complaint charges.

The plaintiff, a St. Louis resident, bought the product in January of this year and believed, based on the front-label representations, that it would last for 58 full loads of laundry, the filing shares. Like other consumers, the woman would not have purchased the detergent had she known that it would not provide “anywhere close to 58 full loads,” the case claims.

The lawsuit looks to represent anyone residing in Missouri who purchased All detergent at any time between April 17, 2018 and April 17, 2023 within the state of Missouri.

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