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The Natural Products Expo West concluded last weekend in Anaheim, Calif., and once again many businesses were able to celebrate what they learned a long time ago: That they can make a fortune by marketing almost anything as “natural.” Crayola-colored gummy worms? Lipstick laden with lead? Detergents and soaps that contain questionnable phthalates? Yes, these are all being sold as “natural” – even though they resemble nothing Mother Nature ever made.
How do goods like these slide by as “natural?” It’s simple: There “ain’t no law against it,” as one of the Little Rascals might say. The term “organic” is strictly defined by the U.S. Department of Agriculture; its use is policed by both the federal government and consumer groups. But not so the word “natural.” That’s why I and many other consumer advocates encourage shoppers to ignore it when they shop. There’s no way to know what it really means.
