United States: Federal Trade Commission Speaks On Use Of "All Natural" And "100% Natural" Claims In Advertising

Last Updated: April 14 2016
Article by Terri J. Seligman and Hannah Taylor

The Federal Trade Commission ("FTC") joined the widely publicized "natural" products debate by issuing four settlements and bringing a new complaint relating to misleading "all natural" or "100% natural" advertising claims.

In the four proposed settlements and new complaint, the FTC alleged that the companies - advertisers of shampoos and styling products, sunscreen, and skincare products, respectively - used "all natural" or "100% natural" to advertise their products when the products actually contained synthetic ingredients. These cases bring some much-needed clarity for natural products marketers. Here's a rundown:

Terri J. Seligman
Hannah Taylor
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