On July 13, 2016, the Federal Trade Commission (FTC) announced a unanimous vote approving final consent orders against four companies charged with falsely claiming that their personal care products were “all natural” or “100% natural” when they contained synthetic ingredients.

FTC reported in April 2016 that the four companies had agreed to proposed settlements and that the commission had accepted the proposed agreements, which were to be followed by public comment and a decision on whether to make the orders final. In that news release, Director of FTC’s Bureau of Consumer Protection Jessica Rich commented, “‘All natural’ or ‘100 percent natural’ means just that—no artificial ingredients or chemicals. Companies should take a lesson from these cases.”

All four companies promoted their products online with the claim of being natural while they contained ingredients such as dimethicone, ethyhexyl glycerin, or phenoxyethanol. Trans-India Products, Inc., as Shikai, marketed “All Natural Hand and Body Lotion” as well as “All Natural Moisturizing Gel.” Erickson Marketing Group, as Rocky Mountain Sunscreen, promoted products such as “Natural Face Stick.” ABS  Consumer Products, LLC, as EDEN Body Works, marketed products such as “Jojoba Monoi All Natural Shampoo.” Beyond Coastal sold “Natural Sunscreen SPF 30,” described as “100% natural.”