Fiji & Wonderful Company Lawsuit Over Deceptive Ads

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What’s Happening?

On January 31, 2025, the Plastic Pollution Coalition filed a lawsuit against Fiji Water and its parent company, The Wonderful Company, LLC, in the District of Columbia Superior Court. The nonprofit alleges that Fiji Water violated the district’s Consumer Protection Procedures Act (CPPA) with “false and deceptive marketing.” According to the complaint, Fiji promotes its product as “natural artesian water,” “protected from external elements,” and “untouched,” yet independent lab tests found microplastics and bisphenol-A (BPA)—substances linked to health issues—in the water. The suit also challenges Fiji’s claim of supporting a “circular economy,” arguing that plastic bottle production inherently generates pollution.The lawsuit, reported by sources like The Cool Down, seeks a court ruling declaring Fiji’s ads unlawful and an injunction to stop them. It’s part of a broader push to address misleading claims in the bottled water industry, which produces over 60 million plastic bottles daily in the U.S. alone, per the Container Recycling Institute.

Why Does This Matter?

Plastic pollution, including microplastics (particles smaller than 5mm), is a growing crisis. A 2024 Columbia University study found an average of 240,000 nanoplastic particles per liter in bottled water—10 to 100 times more than previously estimated. These tiny plastics can enter human cells, potentially causing harm. The Plastic Pollution Coalition highlights that microplastics are linked to fertility issues, heart disease, strokes, and neurodegenerative disorders. BPA, a chemical used to harden plastics, is known to disrupt hormones and has been associated with cancer risks, per the National Institutes of Health.Beyond health, plastic pollution disproportionately affects low-income and Global South communities, where waste is often dumped. The U.S. Geological Survey estimates 45% of U.S. tap water contains PFAS or microplastics, raising questions about bottled water’s supposed purity. Fiji’s case underscores a disconnect: while marketed as pristine, its plastic bottles contribute to the 1.3 billion tons of plastic waste expected in landfills by 2040, according to Science Advances.

What’s Behind the Claims?

Fiji Water, sourced from an aquifer in Fiji, claims its bottling process keeps it “untouched.” Yet, tests cited in the lawsuit contradict this, showing contamination from microplastics and BPA—likely from the bottling process itself. Julia Cohen, co-founder of the Plastic Pollution Coalition, stated, “There is nothing natural about plastic.” Earth Island Institute’s Scott Hochberg added, “Consumers deserve the truth about the products they consume.” Fiji’s parent company, owned by the Resnick family—who also control 57% of California’s Kern Water Bank—has faced scrutiny before, but this lawsuit zeroes in on health and environmental deception.

What’s Being Done?

The lawsuit is one response to plastic pollution, targeting false recycling promises. Fiji touts using “100% recycled plastic” and reducing waste, but the EPA notes only 9% of U.S. plastic is actually recycled—most ends up in landfills, incinerated, or shipped abroad. Globally, talks for a plastic pollution treaty falter as stakeholders disagree on production cuts. Innovations like litter booms and plastic-eating enzymes offer hope, but progress is slow.At home, water treatment can help. Systems like The Protector Series whole home conditioners reduce contaminants in household water, while the Protector 50 reverse osmosis filters remove up to 99% of microplastics and chemicals from drinking water, per the Water Quality Association. Switching to reusable bottles, bags, and glass containers also cuts plastic use.The Fiji Water lawsuit highlights a critical issue: bottled water isn’t always as “natural” as advertised. With microplastics and BPA detected in many brands, it’s a reminder to question marketing claims. Cleaner water starts with awareness—whether through filtration or reducing plastic reliance altogether.Source: Yahoo