FTC Finalizes ‘All-Natural’ Personal-Care Settlements, Offers A Word On ‘Natural’
This article was originally published in The Rose Sheet
The Federal Trade Commission announces unanimous approval of final consent orders requiring four personal-care companies to make only properly substantiated “all-natural” and “100% natural” product claims from this point forward. In response to a submitted comment, FTC offers perspective on plain “natural” claims based on its understanding of how consumers interpret the term.
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Tom's natural claims on toothpastes and deodorants are false and misleading, a plaintiff alleges in a proposed class action filed in Massachusetts federal court. Similar to previous complaints against Colgate/Tom’s, the plaintiff’s case is premised on the contention that “natural,” as opposed to “100% natural,” means no synthetic ingredients.
Are ‘Natural’ Claims Equivalent To ‘All Natural’? Tarte’s $1.7m Settlement Offers Little Instruction
Tarte admits no wrongdoing in its settlement with nationwide purchasers of its “high performance naturals,” and it put up little fight in order to minimize costs. Insight remains limited as to whether federal courts agree with plaintiffs that general “natural” claims on cosmetic products – as opposed to “all natural” or “100% natural” assertions – mean no synthetic ingredients at all.
Industry is viewed as a source of revenues by underfunded states and counties, says American Herbal Products Association general counsel Anthony Young. Companies that sell large amounts of products in California, New York and New Jersey or that sell mostly through their own website also are big targets for class action lawsuits as well as government agency complaints.