The Federal Trade Commission asserts that "100% Natural" and "All Natural" claims are false if applied to personal-care products containing synthetic ingredients such as dimethicone and phenoxyethanol.
FTC Settles With Personal-Care Players In 'All Natural' Claims Crackdown
Personal-care marketers using "100% natural" or "all-natural" claims should do a compliance check to ensure they are not misleading consumers with advertising for products that actually contain synthetic ingredients, the agency says. FTC is in the process of settling with four companies over such claims on skin, hair and sunscreen products and has issued a complaint against a fifth for similar issues.
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