Predictions by counsel that ordinary consumers would rise up and join regulators and environmental groups in filing “greenwashing” lawsuits against manufacturers are coming true.

Buffalo, New York, resident Darlene Hangen-Hall on March 13 filed suit in federal court alleging Procter & Gamble’s Gain detergent—packaged in a bright green bottle adorned with flowers, leaves and butterflies—contains the possible carcinogen 1,4-Dioxane.