2016 In Review: ‘Free Of’ Claims, Ingredient Snafus Breed Controversy

Undeclared ingredient use by Ava Anderson Non Toxic and the presence of sodium lauryl sulfate in Honest Company products, contrary to its “free of” claims, led to the former’s collapse and class action litigation against the latter in 2016. Meanwhile, “natural” marketing continues to be a risky business, with FTC stepping up enforcement action last year and efforts underway to promote clearer legal standards.