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FTC Finalizes ‘All-Natural’ Personal-Care Settlements, Offers A Word On ‘Natural’

 
• By Ryan Nelson

The Federal Trade Commission announces unanimous approval of final consent orders requiring four personal-care companies to make only properly substantiated “all-natural” and “100% natural” product claims from this point forward. In response to a submitted comment, FTC offers perspective on plain “natural” claims based on its understanding of how consumers interpret the term.

Four personal-care product marketers have agreed to have competent and reliable evidence to support any “all-natural” or “100% natural” claims they make going forward under final settlement terms announced by the Federal Trade Commission July 13.

Approved by a unanimous commission vote, the final consent orders also bar the companies from misrepresenting “the extent to which [a] product contains any natural or synthetic ingredient or component” and/or “the environmental or health

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