First FTC Action On ‘Natural’ Claims Could Ensue From Sports Drink Case

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.