June 25, 2026 was a very good day for preemption. While one hand of the judiciary was busy with the Supreme Court handing down its 7-2 ruling in Monsanto Co. v. Durnell — establishing that FIFRA expressly preempts Roundup state-law failure-to-warn claims, the other hand was quietly doing the same thing with toothpaste. Specifically, the Southern District of New York issued Brower v. Colgate-Palmolive Co., 2026 WL 1831253 (S.D.N.Y. June 25, 2026), a partial dismissal of an OTC economic loss class action that drew a clean line between preempted omission claims and surviving affirmative misrepresentation claims under the FDCA.
Plaintiffs — a geographically scattered group of consumers from New York, Minnesota, Illinois, New Jersey, Arizona, and California — sued Colgate-Palmolive on behalf of a putative nationwide class, alleging that Colgate’s toothpastes contained heavy metals, specifically lead and mercury, that Colgate knew about but chose not to disclose to consumers. Id. at *1. The complaint ran to thirteen claims: eleven state consumer protection counts, a common law fraud by omission claim, and unjust enrichment. Defendant moved to dismiss on four grounds: (1) express preemption under the FDCA; (2) lack of standing; (3) failure to state a claim; and (4) statute of limitations. The court granted the motion in part, and the preemption analysis is where the real action is.
Before diving in, we have to acknowledge the timing — and its significance. As we discussed in our post on Durnell, the Supreme Court’s ruling established that FIFRA’s express preemption clause — which the Court described as “materially identical” to the FDCA’s device preemption provision at 21 U.S.C. § 360k(a) — bars state-law claims that would impose requirements “in addition to or different from” what federal law demands. The Brower court wasted no time citing Durnell in its preemption analysis of the FDCA’s OTC drug preemption clause, 21 U.S.C. § 379r(a). That is no coincidence. As we noted in our Durnell post, § 379r(a), appears on the Supreme Court’s own list of FDCA provisions with preemption language “similar or identical” to FIFRA’s. See Durnell, 2026 WL 1825691, at *8.
The upshot: the Supreme Court’s interpretation of what “in addition to or different from” means in the FIFRA context — that it means exactly what it says — applies with equal force to the FDCA’s express preemption clauses. Brower v. Colgate is, in part, a same-day proof of concept.
Plaintiffs alleged that defendant’s voluntary safety-related statements — including that its products promote “Whole Mouth Health,” “Protect teeth, tongue, cheeks [and] gums,” and are “Responsibly Made” — were false and misleading because the products actually contained lead and other heavy metals. Id. at *3. The court held these claims were not preempted. The FDCA itself prohibits false or misleading labeling under 21 U.S.C. § 352(a)(1), and plaintiffs’ state-law claims ran parallel to that federal prohibition rather than imposing requirements different from or in addition to it. Because the challenged statements were voluntary marketing claims not addressed by the FDA’s monograph, they were fair game for challenge under state consumer protection law. Id. at *4.
The key piece of the court’s analysis is that the existence of the monograph does not give manufacturers blanket immunity over every statement that appears on their label. Here, the monograph authorizes specific decay-prevention claims and prescribes labeling requirements for the anti-cavity drug component. It does not, as the court put it, “broadly immunize all advertising or labeling statements made by manufacturers.” Id.
The story is different for omission claims. Plaintiffs also argued that defendants should have disclosed the presence of heavy metals on its labeling. The court held those claims expressly preempted under § 379r(a). Id. at *5. The reasoning is straightforward. Because the FDCA imposes no obligation to disclose the presence of heavy metal contaminants anywhere on a toothpaste label, any state-law claim premised on that omission creates requirements “in addition to” what federal law demands. And that is precisely what § 379r(a) forbids.
Central to this conclusion was the court’s characterization of the FDA monograph as “comprehensive and granular.” The monograph prescribes, with considerable specificity, the required active ingredient disclosures, warning language, directions for use, indications, and format requirements for anti-cavity drug products. This level of regulatory detail, the court found, reflects a considered exercise of the FDA’s comprehensive authority over OTC drug labeling. When the FDA has constructed an elaborate labeling framework and heavy metal disclosures appear nowhere in that framework, the inference that the agency made a deliberate judgment about label content is “substantially stronger” than in cases where the regulatory scheme only lightly touches the relevant product category. Id. As the court memorably put it:
To allow state omission claims to supplement this comprehensive scheme would be to substitute judicial judgment for agency judgment in precisely the domain Congress assigned to the FDA.
Id. In other words, when the FDA has spoken comprehensively about what belongs on a label, a state court cannot supplement that judgment by compelling additional disclosures the agency never required.
The court also took care to distinguish (and politely part ways with) the District of Connecticut’s analysis in Clinger v. Edgewell Personal Care Brands, 2023 WL 2477499 (D. Conn. Mar. 13, 2023), which had addressed omission claims in a similar OTC drug context. The Clinger court acknowledged the full text of § 379r(a) — with its “different from” and “in addition to” prongs — but then analyzed only the former in applying the standard. By asking only whether federal law prohibited the omitted disclosure (rather than whether it required it), Clinger effectively collapsed the two prongs into one, treating the absence of a federal prohibition as sufficient to defeat express preemption. Brower, 2026 WL 1831253, at *5. That, the court explained, drains the “in addition to” language of its independent force. The two prongs are distinct, and the Brower court rightly gave both their due.
This is good ammunition for future preemption arguments. The “in addition to” prong — which asks whether a state requirement exceeds the federal floor rather than whether it conflicts with federal law — is an independent basis for preemption that plaintiffs’ counsel has too often been allowed to paper over.
Having preempted the omission claims, the court turned to standing and trimmed the plaintiff roster further. The problems were predictable, but instructive for those fighting contamination class actions. Several plaintiffs were dismissed for failure to meaningfully link their testing allegations to the products they personally purchased. Plaintiffs relied on two sources of testing data. Both were found wanting for deficiencies like failing to state the number of samples tested, the geographic proximity of testing to plaintiffs’ purchases, the date of testing, or who performed it. Id. Without those details, the court could not infer that heavy metals were systematically present in the products each plaintiff actually bought. “Some study found lead in something” does not establish that your tube of toothpaste had lead in it.
One additional standing point that deserves emphasis: the court rejected plaintiffs’ argument that one named plaintiff’s standing confers standing on other named plaintiffs. Id. Each plaintiff in a class action must establish their own Article III standing. That principle is sometimes honored more in the breach, and it was good to see it applied here with rigor.
So as to provide a complete picture of the decision, here are also the key points on the other issues addressed by the court:
- Failure to state a claim. On the surviving affirmative misrepresentation claims, plaintiffs sufficiently alleged that the challenged statements were false or misleading and that there was a material safety risk from the trace amounts of heavy metals at issue. Whether statements like “Whole Mouth Health” and “Responsibly Made” are misleading to a reasonable consumer is a question of fact for the jury, and the court declined to resolve it on a 12(b)(6) motion. Id. at *9. The court similarly refused to look behind plaintiffs’ “any exposure to heavy metals is harmful” theory of injury; whether those trace amounts actually pose a health risk is reserved for summary judgment.
- Consumer fraud elements by state. The New York GBL §§ 349 and 350 claims survived, as did the California CLRA and UCL claims, for the same reasons. Id. at *9-10. On the Minnesota claims: the MFSAA and MCFA survived (the public benefit requirement was satisfied given the breadth of the alleged marketplace deception), but the MDTPA claim was dismissed because plaintiff Brower — the only Minnesota named plaintiff — failed to adequately allege irreparable injury or a genuine threat of future harm necessary for injunctive relief under that statute. Id. at *11.
- Unjust enrichment. Dismissed as duplicative. The unjust enrichment claim rested on the exact same facts and sought the exact same relief as the remaining statutory claims, without identifying any independent quasi-contractual basis for recovery. Id. at *12.
- Statute of limitations. Defendant argued that New York’s three-year statute of limitations for consumer protection claims bars any recovery for purchases predating 2022. The court declined to dismiss on that basis because the complaint did not plead facts sufficient to determine when particular purchases were made. The issue is preserved, so it’s a fight for another day. Id. at *13.
Two decisions on the same day (one by the Supreme Court) reinforcing the same concept: “in addition to” and “different from” mean exactly what they say, and courts should not let plaintiffs collapse those two prongs into one. And, while this is not a complete preemption win, for defendants it ultimately leaves a manageable battlefield — the surviving affirmative misrepresentation claims are limited to specific voluntary marketing puffery, not the full universe of possible labeling challenges. A good day indeed.






