First FTC Action On ‘Natural’ Claims Could Ensue From Sports Drink Case
This article was originally published in The Rose Sheet
Executive Summary
FTC, like FDA, has shown reluctance to regulate "natural" claims in the cosmetics and food sectors, but a case referral from the National Advertising Division could compel the agency's involvement. Aspire Beverage is refusing to discontinue natural claims for its sports drinks, despite NAD's recommendation following a challenge from Stokely-Van Camp, which markets Gatorade.