'All Natural' Food Claims: Back To Ad Law Basics

Law360, New York (December 12, 2013, 7:01 PM EST) -- As advertisers know too well, the U.S. Food and Drug Adminstration has refused to provide any clear definition of when a product can be appropriately declared “natural” and when it may not. The FDA's lack of guidance has provided centers largely on what a consumer expects to be in a product. This has opened a multifront battle between consumer rights’ groups and advertisers over what exactly consumers do expect when they read that a product is “natural.”

Plaintiffs in these matters have proven remarkably agile in...
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