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.
The Federal Trade Commission’s first evaluation of “natural” claims could be teed up as Aspire Beverage Co. rejects an industry self-regulation group’s conclusion that only some ingredients in its Aspire sports drinks are substantiated as natural.
The case would have significant implications for the cosmetics sector, which is faced with many of the same