Posts Tagged: FTC

Is It “Au Naturale” or “Oh, Not Natural?”: FTC Comes Down on 100% Natural Claims

You can buy almost any product that is “all natural” — skin cream, soap, shampoo, cleaners, grass seed, bug repellent, pet spray, even hair loss treatment. These products go by monikers such as “Pure Naked”, “Lush”, “ONO”, “Nature’s Miracle” and many “Dr. so-and-so’s”. Natural products are certainly not new – early civilizations used makeup made from such things as gemstones, castor oil, and beeswax. But eventually, post-war consumers were wowed with better living through chemistry. Now, “all natural” is de rigueur.

On April 12, 2016, the Federal Trade Commission issued a press release identifying a proposed settlement with four different manufacturers charging that they falsely claimed that their products are “all natural” or “100% natural”, despite the fact that they contain synthetic ingredients. http://1.usa.gov/1UZa76p The products included hand and body lotion, shampoo, sunscreen, as well as an elixir and a “face stick”. (No, the NHL was not involved in the settlement.) (more…)

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FTC Addresses Nativ(ity) Advertising Just in Time For Xmas

On Tuesday, the FTC issued an Enforcement Policy Statement on Deceptively Formatted Advertisements — a/k/a “native advertising”, along with guidelines for businesses. Simply put, native advertising is generally advertising that takes the form and style of the platform in which it appears in order to promote a product. Think of a BuzzFeed quiz on “5 Random Questions To Determine What Type of Sandwich You’d Be if You Were Reincarnated” that just happens to be sponsored by Subway.

In general, the FTC wants to make sure that consumers know that advertisements and promotional messages are just that, and do not imply or suggest that they’re independent, impartial, or from a source other than the sponsoring advertiser. The FTC’s expressed watchword is transparency.

Best practices include: (more…)

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