Natural justice: Watchdog to ban 'nature knows best' claims

But will the TGA enforce its new guidance?

Advertising claims that 'natural' medicines are better or safer than synthetic medicines, using phrases such as “nature knows best”, will be banned.


The alleged healing properties of nature have long been a familiar advertising trope used by dozens of companies spruiking their therapeutic wares.

But the TGA is targeting the exploitation of the word ‘natural’, saying it will no longer allow advertisers to use phrases such as “protect your child's health by choosing natural”, “no synthetic ingredients — you can rest assured”, “nature knows best” or “you can