Lying isn't that risky as companies can just dissolve themselves and then a different brand can pop up having bought/transferred the whole shebang from the previous one. It's a different matter if a lot of effort has been put into making a well known long lasting brand - then there certainly is the risk of damaging the brand. However, damage to brands only really happens when consumers have access to accurate information which the company will obviously try to conceal.

Because lying is not risky for companies. Not unless there is also a regulation and enforcement punishing them if they overdo it.

Lying can help you for years and years.

Actual safety is visible only in long term and again, abset neutral parties and data able to verify it does not matter. You get further by lying about safety. And those neutral parties can exist only if there is regulation.