ORLANDO — A Florida man has filed a class action lawsuit against The Procter & Gamble Company alleging that its ZzzQuil PURE Zzzs line of sleep-aid products falsely advertises their ability to help consumers “fall asleep naturally.”
The plaintiff, Timothy Singer, claims the products contain synthetic and artificial ingredients, making the “naturally” branding deceptive and misleading.
Singer filed the lawsuit on behalf of himself and others who purchased the ZzzQuil PURE Zzzs products, according to a complaint filed Jan. 12 in U.S. District Court for the Middle District of Florida.
According to the complaint, P&G’s marketing and labeling prominently feature the phrase “HELPS YOU FALL ASLEEP NATURALLY” in bold, green lettering.
This branding, coupled with images of natural elements like chamomile and lavender, allegedly gives consumers the impression that the products are free from synthetic or artificial ingredients, the complaint states.
However, the lawsuit asserts that the primary ingredient, melatonin, is a “highly synthesized chemical” that does not exist in nature.
The complaint further lists a host of additional ingredients, such as citric acid, maltodextrin and Red 40, which the plaintiff claims are synthetic and incompatible with the “natural” branding.
Singer argues that he and other consumers relied on P&G’s representations when purchasing the products, believing they were composed of natural ingredients capable of inducing sleep without artificial additives.
“A reasonable consumer would not expect a product labeled as ‘naturally’ inducing sleep to contain such synthetic substances,” the complaint states.
Singer lists several products in the ZzzQuil PURE Zzzs line, including Melatonin + Chamomile & Lavender Tablets; Melatonin + Chamomile & Lavender Gummies; Enhanced Formula Melatonin; Sleep + Muscle Relaxation Gummies; Sleep + Next Day Energy Tablets; Back to Sleep Tablets; and Kidz Melatonin + Chamomile & Lavender Gummies.
Each product’s labeling and advertising are alleged to contribute to a “net impression” that they are natural, despite containing numerous synthetic additives such as polyethylene glycol, titanium dioxide and artificial colorants like Blue 1 and Red 40.
Singer’s lawsuit accuses P&G of violating Florida’s Deceptive and Unfair Trade Practices Act (FDUTPA), which prohibits false or misleading advertising.
The plaintiff seeks to halt the alleged deceptive marketing, correct consumer perceptions, and obtain monetary redress for individuals who purchased the products.
The complaint argues that P&G’s use of “natural” as a marketing strategy gives the products a competitive edge over other sleep aids.
“P&G’s advertising and marketing campaign is designed to cause consumers to purchase the products based on this deceptive message,” the complaint states.
Singer's case focuses on the growing consumer demand for natural and organic products, particularly in the health and wellness sector.
By allegedly misrepresenting the nature of its ingredients, the lawsuit claims, P&G has exploited this trend to its financial benefit while misleading customers.
Singer argues that such practices harm consumers who pay a premium for products they believe align with their values and health preferences.
“Reasonable consumers are deceived into thinking the primary ingredient of the products, melatonin, is not synthetically made,” the lawsuit contends.
Singer is seeking class action certification and compensatory damages. He is represented by Wiliam Wright and Kelly Mata of The Wright Law Office in West Palm Beach.
Attorneys declined to comment.
U.S. District Court for the Middle District of Florida case number: 6:25-cv-00048