Skip to content
Stetwright
Try free

Can I say it?

Can I say “all natural” in a supplement ad?

It depends. 2 rules fired across 3 sample sentences, and the checker's own text explains why.

The short answer

It depends. The bare phrase draws a warning, not a block. Add a few more words around it and the checker blocks it: 1 of 3 samples below hit a blocking rule. The first rule it hits is CG-EFF-004. Its reason: Natural does not mean safe, and the claim implies a safety profile you must substantiate.

Source the rule cites: FTC Act section 5; FTC Health Products Compliance Guidance

Checked as an ad promoting a supplement or wellness product.

A clear result is not an all-clear. The checker flags wording for review and does not know your evidence, your state or your platform's review. Read the limitations.

Sample wording, run through the checker

These are sentences written to contain the phrase, not real claims. Each ran through the real engine and the shipped rule-set when this site was built.

Sample 1 · actual checker output1 rule fired

All natural, so it is safe.

  • WarningCG-EFF-004Efficacy and proof. Matched: “natural, so it is safe”
Sample 2 · actual checker output1 rule fired

Non-toxic and chemical free.

  • WarningCG-EFF-004Efficacy and proof. Matched: “chemical free”
Sample 3 · actual checker output1 rule fired

An all natural cure with no chemicals.

  • BlockingCG-DIS-001Disease claims. Matched: “cure”

What to say instead

This version came back with no rule fired:

Our formula is made from plant extracts. See the label for the full ingredient list.

Actual checker output: no rule fired. It still has to be true for your business.

What the rules themselves suggest:

  • CG-DIS-001 Describe what the service does (for example "supports", "helps manage") and name only outcomes you can substantiate.
  • CG-EFF-004 List ingredients and known cautions instead of equating natural with safe.

The rules behind this answer

Reason, source and citation for each rule that fired, in the checker's own words. Blocking rules come first.

  1. CG-DIS-001 · Blocks approval · Citation checked against stored text

    Saying a product or service cures a condition makes it an unapproved drug claim.

    Source: FDCA 201(g)(1), 21 U.S.C. 321(g)(1) (drug definition); 21 CFR 101.93(g) (disease claims); FTC Health Products Compliance Guidance

    Safer wording: Describe what the service does (for example "supports", "helps manage") and name only outcomes you can substantiate.

    21 CFR 101.93(g), 21 U.S.C. 321 · Needs counsel review

  2. CG-EFF-004 · Warns

    Natural does not mean safe, and the claim implies a safety profile you must substantiate.

    Source: FTC Act section 5; FTC Health Products Compliance Guidance

    Safer wording: List ingredients and known cautions instead of equating natural with safe.

    See source text · Needs counsel review

Background: Substantiation in the glossary.

Questions

Which rule covers natural and chemical-free claims?

Rule CG-EFF-004. The rule's reason: Natural does not mean safe, and the claim implies a safety profile you must substantiate.

What should I write instead?

The rule's own suggestion for rule CG-EFF-004: List ingredients and known cautions instead of equating natural with safe.

If the checker shows nothing, can I publish?

No. A clean result means none of the checker's rules matched. It does not weigh your evidence, your state or your platform's review, and it is not legal advice. Read the limitations page for what it misses.

Next step

Check your own wording

Paste your copy into the free checker. Every flag names its rule and its source.

Open the checkerHow it works