In addition to other companies being forced to reconsider the use of the word “natural,” other descriptors such as “organic” might also come under suspicion. Bottled water companies should take caution when making labels that use this kind of language, especially in Australia, as recent developments have suggested.
Brands that make use of this term in their names, like Organic Falls and Nature’s Best Organic will no longer be using this word on the grounds that it actually doesn’t make sense in this context, according to the Sydney Morning Herald. Seven companies total will be required to make changes to their products, and one, Mt. Aqua Distribution, has withdrawn its Aqua Organic from sale entirely.
This appears to be the chief point of contention when it comes to the Australian Competition and Consumer Commission (ACCC), which announced its decision earlier this month in a release on its website. Although some bottled water has appeared with an “organic” logo on it, Delia Rickard, the commission’s Deputy Chair, explained why this phrasing could not be allowed under law.
“Organic standards acknowledge that water cannot be organic,” she said. “Any claim that particular water is organic would therefore be misleading or deceptive.”
How many companies make labels without considering the specific legal meanings that might apply to them? Something that might seem trivial could end up having a very real impact on your business and the way it is perceived in the future. For this reason, companies should focus on making labels that use honest language so as not to mislead consumers.
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