Some are saying that Gwyneth Paltrow has given out some not-so-sage advice on her website, GOOP. In early 2017, the actress recommended that women place jade eggs inside of their vaginas all day or while they slept to “increase vaginal muscle tone, hormonal balance, and feminine energy in general.” Unsurprisingly, OBGYN’s across the country responded with shock and quickly advised women against the germy practice. Now GOOP, Paltrow’s lifestyle company, is facing legal action over some of the claims it makes about the products it sells online.  
The watchdog group cites 51 examples of products sold on the GOOP website which the company advertises can “treat, cure, prevent, alleviate the symptoms of, or reduce the risk of developing a number of ailments.” Some of the products in question include a rose quartz egg for hormonal balance, and a detox seaweed bath soak which is said to fight aging. TINA is taking aim at both GOOP-brand products such as vitamins, and products from outside vendors.
TINA argues that GOOP “does not possess the competent and reliable scientific evidence required by law to make such claims.”
Bonnie Patten, executive director of TINA.org, said in a statement:
“Marketing products as having the ability to treat diseases and disorders not only violates established law but is a terribly deceptive marketing ploy that is being used by GOOP to exploit women for its own financial gain.
GOOP needs to stop its misleading profits-over-people marketing immediately.”
In response, a GOOP spokesperson said:
“Goop is dedicated to introducing unique products and offerings and encouraging constructive conversation surrounding new ideas. We are receptive to feedback and consistently seek to improve the quality of the products and information referenced on our site. We responded promptly and in good faith to the initial outreach from representatives of TINA and hoped to engage with them to address their concerns.
Unfortunately, they provided limited information and made threats under arbitrary deadlines which were not reasonable under the circumstances. Nevertheless, while we believe that TINA’s description of our interactions is misleading and their claims unsubstantiated and unfounded, we will continue to evaluate our products and our content and make those improvements that we believe are reasonable and necessary in the interests of our community of users.”
Paltrow founded GOOP in 2008, but she now serves as CEO of the company. 
“We test the waters so that you don’t have to. We will never recommend something that we don’t love and think worthy of your wallets and your time. We value your trust above all things.”
Initially, TINA sent the letter to GOOP with a deadline to change its marketing claims. However, the consumer watchdog filed a complaint after GOOP had made only “limited changes” to its materials. 
In June 2017, a NASA expert debunked the claim that body stickers sold by GOOP could balance a person’s energy in a Gizmodo article, leading GOOP to remove the claim from its website.
GOOP still sells the maligned jade eggs for $66 on its website and claims it helps “women to increase sexual energy” and promotes “health and pleasure,” as well as its rose quartz eggs.