Using the term Natural in food advertising? Products claiming to be ‘au natural’ may need to meet a higher standard

all natural badge“My food is more natural than your food” lawsuits have been bountiful in the last few years. Following this trend is a “food advertising modernization” bill, HR 3147, introduced by U.S. Representatives Pallone and DeLauro, that would require advertisers who claim their products are ‘All Natural’ to prove that the food does not contain synthesized artificial ingredients that mimic natural ingredients, unless such artificial ingredients result from traditional methods of processing food to make food food edible, to preserve food, or to make food safe for human consumption (such as smoking, roasting, freezing, drying and fermenting processes).

Presently,  ‘natural’ can refer only to food products s that can show that no artifical ingredient was added to the product, including food coloring from any source.

While the FDA and Congress sort out the definitions, the Wall Street Journal reports that food advertisers are quietly dropping the ‘All Natural’ claim as ambiguous and prone to law suits.