Lawyers aren't waiting for the FDA to sue CPGs over "natural" claims

03/11/2013 | Advertising Age (tiered subscription model)

Lawyers have stepped into the gap left by the failure of government agencies, such as the Food and Drug Administration and Federal Trade Commission, to decide on the definition of "natural," writes Jack Neff. Unilever's Ben & Jerry, PepsiCo's SoBe, Sun Chips and Tostitos, and Johnson & Johnson's Aveeno are among those facing lawsuits. New products claiming to be natural were down to 16.1% last year from 28.5% in 2009, per Datamonitor. "The lack of clarity from regulators has contributed to a free-for-all, where marketers treat 'natural' differently," Frankfurt Kurnit attorney Terri Seligman said.

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