Defining 'Natural' Cleaners

"A growing number of home-cleaning products that call their ingredients "natural" are hitting store shelves. Now, an industry group is trying to clarify what the term means and whether manufacturers are using it appropriately.

The Natural Products Association, a Washington-based group representing manufacturers and retailers including Clorox Co. and Whole Foods Market, plans to release new standards Thursday for natural home care products. The group is issuing the guidelines out of concern that products like household cleaners and detergents say on labels that they are natural when they are made mostly of synthetic ingredients, says Daniel Fabricant, the association's vice president for scientific and regulatory affairs. Products that meet those standards will be able to display the association's seal."

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