Seventh Generation to Limit ‘Natural’ Label to Settle Suit

Seventh Generation will limit the use of the “natural” labeling on its products as part of a class settlement that won early court approval (Rapoport-Hecht v. Seventh Generation, Inc., S.D.N.Y., No. 14-09087, 10/12/16).

Plaintiffs alleged Seventh Generation, Inc. labeled various personal care and household cleaning products “all natural,” “non-toxic” and “hypoallergenic,” even though they were made from non-natural ingredients—some of which were hazardous to human health.

Judge Kenneth M. Karas of the U.S. District Court for the Southern District of New York tentatively approved the agreement Oct. 12.

The deal includes a $4.5 million settlement fund to cover ...