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NAD Continues To Wear Consumer’s Shoes When Assessing ‘Natural’ Claims

This article was originally published in The Rose Sheet

Executive Summary

Much has changed since the National Advertising Division reviewed Tom’s Of Maine’s Natural Mouthwash claims in 1998, referring at the time to the “small segment of consumers that have heightened concerns and expectations” regarding natural products. Despite the market’s explosion, “natural” remains undefined by regulators, and NAD continues to assess the truthfulness of claims on a case-by-case basis.


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