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In Brief

This article was originally published in The Rose Sheet

Executive Summary

In a case brought about through its routine monitoring program, the National Advertising Division suggests that absent a regulatory definition of “natural,” claims should be evaluated in the context of consumer and industry expectations. More news in brief.

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Tom's of Maine's Naturally Dry Antiperspirant represents a misleading natural claim given that the product’s active wetness-control ingredient is an extensively processed aluminum salt, NAD says, siding with challenger Unilever. Colgate will appeal the decision, arguing that the claims at issue are subject to a 2015 court order and therefore the dispute falls outside of NAD’s jurisdiction.

Tom's Of Maine Ingredients' Efficacy Weighed Against 'Natural' Claim In NAD Review

Tom's of Maine's Naturally Dry Antiperspirant complies with FDA requirement that antiperspirants contain an aluminum salt-based active ingredient, but NAD says “naturally dry” misleads by implying that natural ingredients are responsible for product’s effectiveness. Brand owner Colgate also says an earlier class action settlement of "identical" ad claims precludes a NAD review.

Tom's Of Maine Ingredients' Efficacy Weighed Against 'Natural' Claim In NAD Review

Tom's of Maine's Naturally Dry Antiperspirant complies with FDA requirement that antiperspirants contain an aluminum salt-based active ingredient, but NAD says “naturally dry” misleads by implying that natural ingredients are responsible for product’s effectiveness. Brand owner Colgate also says an earlier class action settlement of "identical" ad claims precludes a NAD review.

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