The cookware industry is facing a growing legal and public relations dispute centered on per- and polyfluoroalkyl substances (PFAS), commonly known as “forever chemicals,” used in nonstick cookware.

A lawsuit filed in the Southern District of New York by major cookware manufacturers Groupe SEB USA and Meyer targets Caraway, a newer brand known for marketing its products as “PFAS-free” and “nontoxic.

” The plaintiffs argue that Caraway’s advertising is misleading, harms consumer perception, and damages the reputation of traditional nonstick cookware products, which often rely on PTFE, a type of PFAS considered safe under normal cooking conditions.

Caraway disputes these claims, arguing that its marketing complies with guidance from the National Advertising Division (NAD), an industry self-regulatory body.

The NAD had previously allowed Caraway to continue using terms like “nontoxic” and “PFAS-free,” while advising it to avoid certain comparative claims suggesting that conventional nonstick cookware releases toxins under normal use.Caraway maintains that any outdated or problematic advertisements cited in the lawsuit were due to technical errors and are no longer in use.The dispute also reflects broader tensions in the cookware industry and regulatory landscape.

Industry-backed groups such as the Cookware Sustainability Alliance have opposed state-level bans on PFAS in consumer products, while advocates and newer brands push for PFAS-free alternatives.Celebrity chefs and industry partners have also been drawn into the debate over legislation in states like California.At the center of the controversy is the scientific and regulatory understanding of PFAS and PTFE.

While some PFAS compounds have been linked to health risks and environmental persistence, manufacturers argue that PTFE used in cookware is stable and safe under normal cooking temperatures.Critics and researchers, however, point to gaps in scientific research regarding long-term exposure and high-heat emissions.

The case highlights how advertising law, chemical safety debates, and evolving consumer expectations are converging, with potential implications for how cookware products are marketed and regulated in the future.