Activists spoof Charmin on National Toilet Paper Day for destroying forests

Activists spoof Charmin on National Toilet Paper Day for destroying forests

Monday August 26, 2019

Procter & Gamble called out for industry greenwash while relying on Canadian boreal forest for its products

Traditional Chochenyo and Karkin Ohlone Lands (SAN FRANCISCO, CA) —  Environmental activists are using today’s National Toilet Paper holiday to spoof Procter & Gamble — maker of America’s #1 toilet paper brand Charmin — for destroying critical forests like the Canadian boreal for its products.

“While America’s biggest toilet paper manufacturers use arbitrary holidays like National Toilet Paper Day to promote their brands, many consumers have no idea they’re complicit in flushing forests down the toilet,”  said Tyson Miller, Forest Program Director at “Procter & Gamble likes to throw around the sustainability buzzword, but behind the scenes it refuses to increase its use of environmentally responsible materials like recycled fiber or wheat straw and bamboo in its products.”

Activists with international environmental organization went undercover and created a video asking everyday shoppers to perform a “cheek test” (no...not THOSE cheeks) to see if they could tell the difference between traditional and recycled toilet paper brands. The video reveals that when faced with the choice between toilet paper made from fresh cut trees and toilet paper made from recycled fiber, the majority of consumers choose recycled. Watch the video:

Also today, asked its tens of thousands of supporters to down-vote Charmin products on, and the Natural Resources Defense Council (NRDC) launched a sustainability pledge asking its supporters to #wiperight by using recycled toilet paper. (Yep, that’s a Tinder pun.)

Earlier this year, and NRDC released the Issue with Tissue report and a TP scorecard about how major toilet paper brands’ refusal to create environmentally responsible products contributes the destruction of endangered forests like the Canadian boreal and exacerbates the climate crisis. The Canadian boreal is the largest remaining intact forest on earth —  at least for now — and it stores more carbon than nearly all other types of forests.

“As the world watches the Amazon burn, we know we can’t keep clearcutting living ecosystems just to make products like toilet paper and palm oil — we need to keep vital places like the Amazon and the Canadian boreal intact,” said Tyson Miller, Forest Program Director at

recent poll reveals that nearly two thirds of Americans are concerned that their toilet paper is made from clear-cutting globally important forests, and that 85% want toilet paper companies to use more environmentally responsible materials.

NOTE: Read’s statement on the Amazon fires here.


Media contact: Virginia Cleaveland, Communications Manager,, 510-858-9902 (US) or 778-984-3994 (Canada)

Photo caption: The Canadian boreal forest is being clearcut to make toilet paper and tissue products for brands like Charmin. (NRDC)