In Brief

Even though the active ingredients in McNabb Nutraceuticals’ Sunology Sunblock are technically chemicals, the National Advertising Division determined the product’s “natural” claims are fine. In a report issued Sept. 27, the advertising industry’s self-regulatory body said Sunology’s claim “Sunscreen for skin that prefers no chemicals” is adequately disclaimed with the explanation “Active ingredients derived from nature.” NAD explained that without a regulatory definition of “natural,” such claims must be evaluated within the context of consumer and industry expectations. In the case of sunscreen, industry and consumers generally consider Sunology’s active ingredients zinc oxide and titanium dioxide as “physical” instead of “chemical” ingredients because they sit on top of the skin. Therefore “natural” or “chemical-free” are appropriate descriptors. Meanwhile, the limitation of the claim to “active ingredients” adequately disqualifies inactive ingredients from the claim, NAD said. While the firm substantiated those claims, it could not support assertions that the sunscreen also moisturized skin; NAD recommended that it discontinue such claims.