"Natural", "organic" and "non-toxic" sound harmless, which is why they end up on so many product pages. In the United States each one is a claim you have to be able to support, and "organic" has formal federal rules. This guide covers what each word requires. This is general information, not legal advice.
Natural
There is no single federal definition of "natural". The FDA says it has not defined the term for cosmetic labeling. For food, the FDA has no formal rule but has a longstanding policy that "natural" means nothing artificial or synthetic has been included in or added to the food.
The lack of a definition does not make the word safe to use. In 2016 the FTC announced cases against companies that marketed skin care, shampoo and sunscreen as "all natural" or "100% natural" when the products contained synthetic ingredients.
- ❌ "All natural" or "100% natural" on a product with any synthetic ingredient
- ❌ "Natural" used to suggest the product is safer. The FDA says natural or organic sourcing does not mean an ingredient is safe
- ✅ "Made with shea butter and coconut oil", naming what is in it
Organic
"Organic" is regulated by the USDA's National Organic Program for agricultural products. The FDA does not define the term for cosmetics. USDA labeling rules sort products into categories by organic content.
| Label | USDA requirement |
|---|---|
| "100 percent organic" | 100 percent organic ingredients, excluding salt and water. May carry the USDA organic seal |
| "Organic" | At least 95 percent organic ingredients, excluding salt and water. May carry the seal |
| "Made with organic ..." | At least 70 percent organic ingredients. Up to three ingredients or categories may be named. No seal |
| Less than 70 percent | Organic ingredients may be identified in the ingredient list. No seal, no "organic" on the front panel |
The USDA says that if you are not certified, you must not make an organic claim on the principal display panel or use the USDA organic seal anywhere on the package. Ask your supplier for the certificate before you use the word.
Non-toxic
The FTC's Green Guides cover this claim. The FTC's summary says marketers who call a product non-toxic need competent and reliable scientific evidence that it is safe for both people and the environment.
- "Non-toxic": Needs scientific evidence covering people and the environment
- "Free of" a substance: The FTC says the product should have no more than trace amounts, and the substance should not have been added intentionally
- "Eco-friendly" or "green": The FTC says not to make broad, unqualified claims like these, because they are difficult to substantiate
Safer ways to write it
Specific, checkable statements carry less risk than a broad claim. Say what the product contains and what it leaves out.
- ❌ "Non-toxic, chemical-free cleaner"
- ✅ "Made without chlorine bleach or ammonia"
- ❌ "Organic skincare"
- ✅ "Made with organic aloe and jojoba oil", if the product meets the USDA rule for that claim
- ❌ "Eco-friendly packaging"
- ✅ "Bottle made from recycled plastic", if you can document it
Doing this at scale
ContentGuard scans product descriptions and classifies each claim as safe, risky or prohibited against a rule profile you choose, including a Generic FTC profile, and cites the governing FDA or FTC rule. It proposes a rewrite you can apply in one click. It is a screening tool, not a substitute for legal review. See ContentGuard.