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 trust this product; it’s all natural”.

The move is necessary because some patients think if a product is natural it must be safe, the medicines watchdog says.