The TGA has released guidance on the use of the term ‘natural’ when advertising medicines.

The Advertising Code clearly states that marketing claims must not be misleading and must be truthful, valid and substantiated. Therefore, it is the advertiser’s responsibility to ensure that the consumer is provided with enough information to make an informed decision. The TGA guidance, provides sponsors information on how claims about a medicine being ‘natural’ can be made without misleading consumers.

How is natural defined?

Natural is defined in the Macquarie Dictionary as: ‘existing in or formed by nature; not artificial and not synthetic’.

Is your ingredient natural?

Using the above definition to prequalify whether or not your ingredient is natur