Health and beauty products claiming to be 'organic' or 'natural' may not in fact be what many consumers expect. Lack of transparency, loose definitions of terms and the lack of an effective global regulatory framework contribute to an effective "Wild West" where consumers are routinely allowed to reach incorrect conclusions, or arguably deliberately misled. With this situation unlikely to change, what course of action should manufacturers and consumers take?

3. GREEN IS GOOD

5. PULL ON THE LOOSE THREAD
Just a Problem With Fringe Operators? It’s the Wild West Out There
Think Again A new company is formed, using “Organic” in
You could perhaps understand it if this its name, with every product using the
behavior occurred within a shady fringe of “Organic” branding and all marketing
companies that spring up in any industry to material based on supporting their core
exploit “loopholes” – but this tends to be a proposition, “Organic”.
short term opportunity because either the In association with well known media
loophole closes, or consumer eventually shun publications, the company is given accolades
the business. and awards that support their “Organic”
Alas, many of the world’s leading – and most positioning. It isn’t stated what the judging
admired – consumer products, and health criteria are, or what if any the relationship is
and beauty product manufacturers turn a between the awards and the company’s
blind eye to this issue and perpetuate the advertising expenditure
same approaches. But what exactly does this mean? 100%
Check for yourself – go to any cosmetics organic ingredients? 90%? 50%?
retail outlet and look for products that You won’t find this information in their
position themselves as “natural” or “organic”. literature but in this real-life case study one
Then check the ingredients and the commentator has commented the products
proportions of each ingredient. In most cases contain “practically no organic ingredients”.
the information you need to verify their Unethical? Misleading? Deliberately
claims and understand exactly what you are deceptive? You be the judge. But illegal?
buying will not be there. Hell, no.
Most reasonable people would ask “why
not?”