ACCC directs water companies to remove ‘organic’ claims

from The Australian Competition and Consumer Commission (ACCC) has
directed seven suppliers of bottled water to remove ‘organic’ claims
from labelling and marketing material.
An eighth supplier has withdrawn
its product from sale.

The changes come as a result of negotiations between the ACCC and the
manufacturers, and mean enforcement action will be avoided.

Active Organic, Lithgow Valley Springs Organic, Nature’s Best
Organic, Organic Australia, Organic Falls, Organic Nature’s Best and
Organic Springs have been renamed and new bottles are making their way
on to the market.

“Credence claims, which represent that a product possesses a premium
attribute, are a priority for the ACCC,” said Delia Rickard, ACCC Deputy
Chair. “Particularly those in the food and beverage industry with the
potential to influence consumers and disadvantage competitors,” she

“Credence claims such as ‘organic’ can be used to justify higher
prices and create a competitive advantage for the user. As such it is
essential that they are only used correctly,”
Ms Rickard said.

The ACCC said consumers were increasingly making purchasing decisions
that value the types of claims that “directly affect the integrity of
the product”, such as where or how something was made, grown or

“Organic standards acknowledge that water cannot be organic. Any
claim that particular water is organic would therefore be misleading or
Ms Rickard said.


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