Following a public comment period, the Federal Trade Commission has approved four final consent orders against companies that allegedly misrepresented their personal care products as “All-Natural” or “100% Natural,” despite the fact that they contain man-made ingredients.
According to the FTC’s complaints, announced in April 2016, the companies, Trans-India Products, Inc., doing business as ShiKai, Erickson Marketing Group, doing business as Rocky Mountain Sunscreen, ABS Consumer Products, LLC, doing business as EDEN BodyWorks, and Beyond Coastal made deceptive all-natural claims in online ads for a variety of products, ranging from sunscreen to shampoo.
Under the final settlements, each of the companies is barred from making similar misrepresentations in the future and must have competent and reliable evidence to substantiate any ingredient-related, environmental, or health claims it makes.
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