FTC Action Against 'All Natural' Claims Likely To 'Embolden' Plaintiffs

Attorneys agree that FTC's announced settlements with personal-care companies for misleading "all-natural" claims likely will not be helpful to class-action defendants making primary-jurisdiction arguments and could actually spur more litigation, similar to trends following FDA warning letters.

The Federal Trade Commission's crackdown on fraudulent "all-natural" claims in the personal-care space is not likely to undermine pending class actions or curtail litigation. In fact, it could encourage more suits, attorneys suggest.

The agency announced proposed settlements April 12 with four companies for all-natural and 100% natural claims in online advertising for personal-care products that in reality contained synthetic ingredients, as well as a fifth complaint against a purported

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