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Tom's of Maine Natural Mouthwash to modify "all-natural" labeling, ad claims -- NAD.

This article was originally published in The Tan Sheet

Executive Summary

TOM'S OF MAINE TO REVISE NATURAL MOUTHWASH "ALL NATURAL" CLAIMS following a ruling issued by the National Advertising Division of the Council of Better Business Bureaus July 8. While the company can preserve the mouthwash name under the ruling, NAD recommends Tom's modify labeling and advertising to "avoid claiming, directly or by implication, that its product is 100% or completely natural and more accurately communicate on its label and in its advertising that the product contains an ingredient (poloxamer 335) not inherently `natural' or `sourced from nature.'"
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