As a wellness professional, promoting products that align with holistic, health-conscious, and environmentally friendly values is second nature. But if you’re using phrases like “all natural” or “environmentally safe” to market the products you recommend or sell, you could be walking a legal tightrope. These terms aren’t just buzzwords — they’re advertising claims subject to scrutiny by the Federal Trade Commission (FTC). Misuse can lead to investigations, fines, and reputational damage.
Let’s unpack what the FTC expects and how you can protect your business while staying true to your values.
What’s the Problem with “All Natural”?
The FTC has made it clear: if you say a product is “all natural,” it must be just that — containing only ingredients found in nature, with no synthetic compounds. In a 2016 blog post, the FTC highlighted actions against several companies for marketing personal care products (like moisturizers and sunscreens) as “all natural” even though they contained synthetic ingredients such as dimethicone, polyethylene, and phenoxyethanol.
Key Takeaway: “All natural” means no synthetic ingredients whatsoever. If there are any, your claim could be considered deceptive.
Are You Sure It’s “Natural”? Before making the claim, carefully check the ingredient list. Look beyond the supplier’s marketing materials. You are responsible for substantiating the claim — even if a third-party manufacturer made the product. The FTC holds sellers and endorsers accountable.
The Risks of Saying “Environmentally Safe”
Much like “natural,” the term “environmentally safe” (or “eco-friendly”) is a marketing claim that requires solid proof. If your product harms the environment at any stage of its life cycle — from production to disposal — then the claim may be misleading unless you clearly qualify it.
The FTC’s Green Guides explain that marketers must have competent and reliable scientific evidence to back up environmental benefit claims. General, unqualified claims of environmental safety are likely to be considered deceptive unless they can be fully substantiated.
Avoid Vague or Blanket Claims: Instead of saying a product is “eco-friendly,” you might say it is “packaged in 100% recyclable materials” — if you can back that up. Specific, qualified claims reduce your legal risk and increase consumer trust.
How This Applies to Wellness Professionals
If you:
- Sell private-label essential oils or supplements
- Recommend eco-friendly yoga mats or natural skincare
- Use affiliate links for wellness products
- Endorse products in social media posts
...you need to ensure your marketing aligns with FTC truth-in-advertising laws. Even casual language like “my favorite all-natural remedy” can be considered a claim.
Tips for Staying Compliant
✅ Read labels thoroughly. Don’t rely on supplier claims alone.
✅ Ask manufacturers for documentation. Especially for natural or environmental claims.
✅ Use qualifiers when needed. Say “made with natural ingredients” instead of “all natural” if synthetics are present.
✅ Avoid absolutes. Unless your product is 100% natural or 100% environmentally safe (and you can prove it), don’t say it is.
✅ Disclose your relationships. If you’re paid to promote a product or receive affiliate income, that must be disclosed under FTC Endorsement Guidelines.
Conclusion: Build Trust the Right Way
The desire to promote clean, green, and natural products is commendable — but wellness professionals must do so responsibly. The FTC’s enforcement history shows that “natural” and “eco-friendly” claims must be truthful, specific, and backed by evidence. Being transparent and precise not only keeps you compliant — it builds long-term trust with your clients and audience.
Need Help?
Navigating FTC regulations can be tricky, especially when wellness values meet legal standards. If you’re unsure whether your marketing is compliant, consider consulting with a wellness attorney who understands your industry — like me. Let’s make sure your claims are not only appealing but also legally sound.