6 reasons why 'natural' on a label is meaningless

The marketing term "natural" is often meaningless. Nevertheless, it is the most common green claim used on cosmetics and kids' products, according to a report called The Seven Sins of Greenwashing prepared by the green marketing firm TerraChoice. Even worse, each new year brings a slew of new foods and drinks claiming to be "all natural."

Here's one reason why: There is no official, regulated definition of the term "natural" for anything other than meat and poultry. No independent agency certifies "natural" claims on those sodas, cereals and other products. "Natural" can easily be confused with "organic" (a more trustworthy food label) -- but organic doesn't mean natural, and vice versa. (To help you know the difference, read Consumer Ally's guide to food label claims found here.) Marketers know the label brings a warm feeling, so it is remarkably common.