Consumer Law

FTC targets 'all natural' claims for first time with charges against five companies

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Four companies that tout their “all natural” personal-care products have agreed to settlements with the Federal Trade Commission that require them to change their labels or advertising.

A fifth company, California Naturel Inc., is facing an FTC lawsuit over its all natural claims, according to an FTC press release. All five companies touted their products as “100 percent natural” or “all natural” even though they contained one or more synthetic ingredients. The four companies which have agreed to settlements are ShiKai, Rocky Mountain Sunscreen, EDEN BodyWorks and Beyond Coastal. Products which were called out by the press release as violating the companies’ claims included sunscreens, lotions and shampoos.

The FTC actions are the first time the agency has targeted natural claims by companies that make personal-care products, the Wall Street Journal (sub. req.) reports.

The press release quotes Jessica Rich, director of the FTC’s Bureau of Consumer Protection. “ ‘All natural’ or ‘100 percent natural’ means just that—no artificial ingredients or chemicals,” Rich said. “Companies should take a lesson from these cases.”

Updated at 12:08 p.m. to add the names of the companies.

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