Rarely, and not where processing is involved: the FTC has challenged this claim repeatedly, so name the actual attribute instead, such as “no artificial colors or sweeteners”.
FTC has challenged this repeatedly where processing is involved.
We file this under substantiation and rate it medium. It is enforced by FTC, which matters because a single phrase can fail in more than one place at once: a listing suppression, an ad-account review and a warning letter are three different consequences of the same sentence.
This is the rewrite an audit ships for this phrase, in the words we would hand you.
Name the actual attribute: 'no artificial colors or sweeteners'.
Every structure/function claim on this page still needs the FDA disclaimer wherever it appears. That requirement has its own ruling.
32 of the 325 brands we have ruled carry this phrase or a direct variant on a live listing. Counts are distinct brands, not listings, across 1,149 top-selling Amazon US listings in five categories.
Being common is not a defence. It does mean the phrase is easy for an automated sweep to find, on your listing and on everyone else’s. The full ranking sits on the research page.
Run one ASIN through the free check. You get the severity counts on your own copy, ruled against all 81 standards, with no sales call attached.