The National Consumers League (NCL) has expressed concern over the fact that 86% of US consumers believe that products carrying the label “natural” believe that they must also be safe.

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A report in the NCL’s last Bulletin detailed the results of a national random survey commissioned by the NCL in a bid to discover how Americans view label claims.


The report said that consumers were being lead to assume the wrong things, and that greater regulation of product labels and definitions is needed.


According to NCL, products labelled or advertised as “natural” are not guaranteed to be any more safe than equivalents without the “natural” label.

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