Truth in advertising continues to be defined loosely by companies. In the context of healthy eating, this is becoming very evident.

In February 2014,PopChips agreed to pay $2.4 million to settle allegations that its “all natural” products are not all natural. At about the same time, Trader Joe’s paid $3.4 million to settle similar allegations. Apparently, consumers felt that the term “all natural” did not include products that contained alkali, sodium acid pyrophosphate and vegetable diglycerides.

Last week,Kashi the breakfast food maker owned by Kellogg’s, agreed to pay $5 million when someone discovered that Kashi defines “all natural” as including ingredients such as pyridoxine hydrochloride and hexane-processed soy.

With the burgeoning trend of consumerism, businesses that play fast and loose with the truth will be held accountable.