NAD Zeroes In On “Natural” Personal-Care Claims, Skin Supplements In 2009
This article was originally published in The Rose Sheet
Executive SummaryThe National Advertising Division is focusing more on "natural" personal-care advertising in 2009 and urging companies with complaints about a competitor's natural claims to take advantage of its services by filing challenges
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Much has changed since the National Advertising Division reviewed Tom’s Of Maine’s Natural Mouthwash claims in 1998, referring at the time to the “small segment of consumers that have heightened concerns and expectations” regarding natural products. Despite the market’s explosion, “natural” remains undefined by regulators, and NAD continues to assess the truthfulness of claims on a case-by-case basis.