Consumer Perception Key Factor In NARB Fair-Trade Review
This article was originally published in The Rose Sheet
In reviewing the National Advertising Division decision on Fair Trade USA’s “Certified Ingredients” logo, the National Advertising Review Board focused on the issue of consumer perception, or “how consumers could reasonably interpret a piece of advertising.” NARB’s conclusion differed from NAD’s, resulting in modifications on Fair Trade USA’s end.
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For personal-care offerings containing less than 100% fair trade certified ingredients, NARB advises that Fair Trade USA include the “relative percentage by weight of ingredients that are fair trade sourced” on its labels.