ACCC negotiates removal of misleading organic water claims

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 An eighth supplier has withdrawn its product from sale.

This followed negotiations between the ACCC and the manufacturers and has avoided resorting to enforcement action.

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; particularly those in the food and beverage industry with the potential to influence consumers and disadvantage competitors,” ACCC Deputy Chair Delia Rickard said.

“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.”

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