Goop, the lifestyle website founded by actress Gwyneth Paltrow, has been asked by Truth in Advertising to stop making “unsubstantiated” and “deceptive” advertising claims for several of the health and wellness goods it offers. It also filed a legal lawsuit last week, seeking California authorities to compel the business to do so.

“Goop, with this kind of deceptive marketing is targeting a very vulnerable population who are desperate to treat, cure, prevent certain ailments,” Bonnie Patten, executive director of Truth in Advertising, Inc., told ABC News. “In exploiting this sort of health marketing, they’re really putting profits over people.”

“It’s completely unacceptable,” Patten added, “and a company like this should know better than to make these claims.”

According to the watchdog group’s inquiry, Goop promotes goods on its website that can “treat, cure, prevent, alleviate the symptoms of, or reduce the risk of developing a number of ailments,” either explicitly or indirectly. According to TINA.org, some of these goods include a rose quartz egg for hormonal balancing and a detox seaweed bath soak for antiaging. Private-label items, such as Goop vitamins, are among the examples, as are products from outside merchants.

“We collected a sampling of around 50 examples of inappropriate marketing claims,” Patten said, citing one article that promoted the carnelian stone as a remedy for infertility and menstrual problems as an example. “Our focus was looking at Goop products that were for sale or that they were promoting on third-party websites for sale.”

The organization also called attention to claims that walking barefoot “cures insomnia” and that the company’s unique scent “improves memory” and may “work as antibiotics.”

TINA’s executive director, Bonnie Patten, told NBC News that she was “surprised” by the extent of dishonesty discovered.

“Our concern is that Goop is using disease treatment claims to market products for which it does not have reliable scientific evidence to prove they can do what they say,” Patten added. “They’re making claims that crystals can treat infertility or soap can treat acne, eczema and psoriasis. They have perfumes that they claim have ingredients that heal diseased lungs and improve memory. You name it, they’ve got something for you.”

According to Patten, the watchdog organization issued a letter to Goop on Aug. 11 and soon began a conversation with the brand’s counsel about modifying the information on Goop’s website.

When Goop failed to make the requested modifications within a 10-day timeframe, Truth in Advertising went public with their complaint.

In reaction to the incident, a Goop spokesman made the following statement:

“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.”

Goop released a statement last month defending their unconventional health practices. “Being dismissive of discourse, of questions from patients, of practices that women might find empowering or healing, of daring to poke at a long-held belief–seems like the most dangerous practice of all.”

Paltrow, 44, admitted on Jimmy Kimmel Live! in June that the unorthodox items and activities that her brand supports perplex her at times.

“I don’t know what the fuck we’re talking about!” Paltrow admitted when pressed about the practice of “earthing” – walking barefoot.