FTC Action On Organic Deception Requires ‘Reasonable Consumer’ Insight

Industry and consumer advocates have ideas about how “organic” claims should be regulated in the personal-care sector, but what’s been missing from the FTC’s standpoint is what “reasonable consumers” expect from organic cosmetics and further evidence of factors that influence their buying decisions.

United States Federal Trade Commission building in Washington, DC

The Federal Trade Commission has begun cracking down on false or misleading natural claims on personal-care products, but a key question must be answered before the agency can take action against organic deception in the segment: What exactly does “organic” mean to the average consumer?

FTC explains in various contexts on its website the “reasonable consumer” standard by which it evaluates advertising. In a small-business...

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