'Natural’ Versus ‘Nature Inspired’: UK Ad Regulator Rules In Competitive Dispute
Executive Summary
The oft-raised question of how consumers interpret natural claims has come up again in the Advertising Standards Authority’s dispute resolution forum in the UK. PZ Cussons, which markets Original Source shower gel with “100% Natural Fragrance,” brought a challenge against Unilever/Radox, targeting the latter’s “100% Nature Inspired Fragrance” claim on similar products.
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