There’s a storm a brewin’ – and once again, it involves moms and the Internet. A fairly small but virulent contingent of moms has started an online war with the new Dry Max diaper from Pampers, and it’s turned into a bone fide “Internet Wildfire” with major ramifications for Pampers and its parent company, Procter & Gamble.

Here’s the situation: In 2008, Pampers updated its Swaddlers and Cruisers line to be greener and more efficient – the diapers are supposed to be more absorbent and create less waste. Sounds great, right?

Well, not according to people like Rosana Shah, a stay-at-home mother in Denham Springs, La.. According to the Wall Street Journal, Shah says her daughter developed a “very red, very hot” rash after using one of the new diapers. Shah reportedly posted her complaints on the Pampers Web site, called the company and then decided to start a Facebook group called “Pampers Bring Back the Old Cruisers/Swaddlers”  to express her outrage over the new diapers. As of right now the page has over 9,500 members, some of whom claim in wall posts that the Dry Max diapers cause “chemical burns.”

Not one but two class-action lawsuits have been filed against the company, and the U.S. Consumer Product Safety Commission has launched an investigation.

Now that’s some mommy power!

Or is it?

The Wall Street Journal also reports that Procter & Gamble says that not only are the claims “completely false” but that they are bring “perpetuated by a small number of parents, some of whom support competitors’ products or cloth diapers.”

Hmm. Cloth-diaper supporters joining an anti-Pampers Facebook page? That’s a little, er, stinky, don’t you think? (No pun intended – ha!)