By Steve Gardner
As litigation director for the Center for Science in the Public Interest, I follow private lawsuits involving deceptive marketing claims for foods. I’ve noted the significant number of lawsuits that focus on food companies’ willy-nilly use of “natural” to describe food products that are anything but.
Although USDA has a definition of natural that’s pretty workable (the ingredient must be “minimally processed”), the FDA has long refused to adopt its own definition or even to adopt the USDA’s definition.
Thus, companies slap the “natural” claim on foods with completely unnatural — and heavily processed — ingredients like high-fructose corn syrup, trans fat oils, and (a relative newcomer to the food ingredients category) high-maltose corn syrup.
Companies like to say that these ingredients are natural because they come from corn or other plants. To me, that’s like saying that a plastic spoon is natural because it comes from dinosaur.
And this cavalier attitude has resulted in a number of lawsuits. CSPI has been part of a small fraction of these lawsuits (e.g., Nature Valley, 7UP, and Capri Sun).
While it warms my heart to see so many companies having to defend so many deceptions, my heart would be even warmer if the food companies stopped making these claims.
Thus, we need some kind of clear definition of “natural” by FDA.
The question then becomes how to define the word. I don't give a dang what a scientist or a lawyer thinks “natural” means, because the only thing that matters in the marketplace is what consumers think.
Going to the grocery store should not become a pop quiz of one’s scientific or legal acumen. From a consumer-protection standpoint, all that matters is what a consumer thinks “natural” means.
FTC’s policy is to act if a marketing practice is deceptive or unfair to a "reasonable consumer acting reasonably under the circumstances."
But completely reasonable consumers often act irrationally. That doesn't make them unreasonable. Just mistaken.
Consumers may think something is natural when it isn't, or that something is not natural when it is. But the bottom-line truth (i.e., what a scientist or a lawyer might think) doesn't matter.
All that matters, from a consumer-protection perspective, is what consumers understand a claim of “natural” to mean. Purchasing decisions are not made based on lengthy and deliberative thought. They are often far from rational decisions.
That’s fine. We aren't robots. Consumers are entitled to make non-rational decisions — most marketing efforts are indeed aimed at getting consumers to do so.
But this ongoing deception must stop.
C’mon FDA, earn your keep!