Therapeutic goods advertising: Ensuring 'natural' claims are not misleading

The use of the term 'natural' (and related terms such as 'naturally derived', 'sourced from nature', 'all natural') in therapeutic goods advertising is regulated by the Therapeutic Goods Administration (TGA) to the extent that the Therapeutic Goods Advertising Code (No.2) 2018 ('the Code') prohibits claims from being misleading and requires claims to be truthful, valid, accurate and substantiated.[1] This guidance provides information for industry on how claims about the 'naturalness' of a particular therapeutic good and/or its ingredients can be made without misleading consumers.