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.
You may also be interested in...
BodyArmor Rejects NAD Ad Claims Decision Following Gatorade Challenge
BA Sports stands by claims comparing BodyArmor SuperDrink to Gatorade and will not pull or change ads as an industry self-regulation group recommends. Firm's response could draw FTC attention, but previously ignoring the group's recommendations apparently has not prompted FTC enforcement.
NAD Continues To Wear Consumer’s Shoes When Assessing ‘Natural’ Claims
Much has changed since the National Advertising Division reviewed Tom’s Of Maine’s Natural Mouthwash claims in 1998, referring at the time to the “small segment of consumers that have heightened concerns and expectations” regarding natural products. Despite the market’s explosion, “natural” remains undefined by regulators, and NAD continues to assess the truthfulness of claims on a case-by-case basis.
FTC Settles With Personal-Care Players In 'All Natural' Claims Crackdown
Personal-care marketers using "100% natural" or "all-natural" claims should do a compliance check to ensure they are not misleading consumers with advertising for products that actually contain synthetic ingredients, the agency says. FTC is in the process of settling with four companies over such claims on skin, hair and sunscreen products and has issued a complaint against a fifth for similar issues.