The Australian Competition and Consumer Commission (ACCC) has responded to reports of terms like organic and pure being misused by warning Australian food manufacturers that it will take action against any products that fail to live up to their marketing claims.
Having issued guidelines to clarify the issue and allow for enforcement of the Trade Practices Act, the ACCC is seeking to prevent companies from unfairly exploiting the strong consumer demand for organic and natural products.
The ACCC has stated that consumers have the right for foods described as natural or pure not to contain food additives or artificial preservatives. Manufacturers are encouraged to seek expert advise in the case of grey areas or uncertainties.