The Goop lifestyle website, which Ms Paltrow founded, is to pay $145,000 for making unscientific claims about vaginal eggs and a ‘flower essence,’ which Goop said could cure depression.

Bad science

Goop claimed its jade and rose quartz eggs, which are inserted vaginally, could balance hormones and regulate menstrual cycles, among other things. The lawsuit was brought by California's consumer protection office. In a written statement, district attorney Jeff Rosen said, ‘the health and money of Santa Clara County residents should never be put at risk by misleading advertising,’ adding ‘we will vigilantly protect consumers against companies that promise health benefits without the support of good science…or any science.’ Goop  responded to the in a statement that while it ‘believes there is an honest disagreement about these claims, the company wanted to settle this matter quickly and amicably. This settlement does not indicate any liability on Goop's part.’

Still on sale

The jade and rose quartz eggs, which are sold for $66 and $55 respectively, are still for sale. However, Goop is prohibited from making any further health claims that are not backed up by science. The site is also banned from selling medical devices that are falsely advertised or unapproved. Apart from agreeing to pay the $145,000 in civil penalties, the company has offered to refund customers who purchased the eggs or the flower essence under false claims, though it said it has not received any complaints about the product claims.