BBB Finds Bamboo Tissue Maker’s Environmental Claims Lack Support

Plant Paper Inc. will modify or discontinue certain green marketing claims on its bamboo toilet and facial tissues following recommendations from the Better Business Bureau (BBB) National Programs’ National Advertising Division (NAD), according to a decision summary posted November 3, 2025.

On its website and social media, Plant Paper claimed its bamboo products were superior to conventional tissues because they contain no toxic chemicals and are better for the environment.  These claims were challenged by the American Forest & Paper Association, and NAD concluded that Plant Paper lacked sufficient evidence that competitor products were worse for human health and the environment.

For example, although Plant Paper presented test data showing its products contain no bleach, PFAS, or formaldehyde—and cited studies showing that conventional paper can contain formaldehyde and PFAS—it did not provide “reliable, product-specific data demonstrating that most or all conventional tissue brands contain” these substances, the decision summary states.

Similarly, while Plant Paper had evidence of bamboo harvesting’s environmental advantages, such as lower carbon impacts, NAD determined such evidence was “not a good fit” to substantiate its claims that conventional tissue manufacturing harms the environment.

As a result, NAD recommended that Plant Paper modify its claims to avoid implying that conventional tissues contain intentionally added toxic chemicals, are worse for human health, or are more environmentally destructive than its bamboo products.  However, NAD emphasized that Plant Paper is free to continue highlighting that its products are unbleached and free of PFAS and formaldehyde.

Plant Paper agreed to comply with the decision, but said it “respectfully disagrees with NAD’s finding that there was not enough evidence to show the comparative harms of competitor toilet paper products.”

More on BBB National Programs can be found here.