Tom's of Maine to modify Natural Mouthwash "all-natural" labeling, ad claims -- NAD.
This article was originally published in The Rose Sheet
Executive Summary
TOM'S OF MAINE TO REVISE NATURAL MOUTHWASH "ALL NATURAL" CLAIMS following a ruling issued by the National Advertising Division of the Council of Better Business Bureaus July 8. While the company can preserve the mouthwash name under the ruling, NAD recommends Tom's modify labeling and advertising to "avoid claiming, directly or by implication, that its product is 100% or completely natural and more accurately communicate on its label and in its other advertising that the product contains an ingredient (poloxamer 335) that is not inherently 'natural' or 'sourced from nature.'"