It's only "natural:" Term criticized as vague

As demand for natural products continues to rise, the Natural Products Association (NPA) is promoting its natural seal and standard to include home care products, such as household cleaners, laundry detergents, concentrated and ready-to-use hard surface cleaners.

"A number of products that are mainly synthetic are being positioned as natural. This leads to significant consumer confusion about the category and products people are choosing," said Daniel Fabricant, Ph.D., VP scientific and regulatory affairs at the NPA. "To provide the consumer peace of mind in the marketplace, the new natural standard for home care will inject integrity into natural for the person who matters most, the consumer.”

The group said the NPA's "natural" seal is expected to begin appearing on certified homecare products "in the coming months."

To qualify under the NPA's standard a product must satisfy the following criteria: • Made up of at least 95% truly natural ingredients or ingredients that are derived from natural sources, excluding water;• No ingredients with any suspected human health risks;• No processes that significantly or adversely alter the natural ingredients;• Contains ingredients that come from a purposeful, natural source (flora, fauna, mineral); and• Transparency and full disclosure of ingredients.