In July 2013, consumers filed a class-action lawsuit against the makers and marketers of Huggies baby products for deceptive advertising. Specifically, the plaintiffs allege that Huggies “pure & natural” Diapers and Huggies “Natural Care” Wipes are marketed as natural, pure, environmentally sound, and safe, organic alternatives to traditional diapers and wipes when, in reality, the products contain unnatural and potentially toxic ingredients. (Jou et al. v. Kimberly-Clark Corp. et al., Case No. 13-cv-03075, N.D. Cal.