NARB Recommends FTUSA Modify Composite-Products Seal to Better Inform Consumers of ‘Fair-Trade’ Sourced Content

From ASRC press release:

A National Advertising Review Board (NARB) panel has recommended that Fair Trade USA (FTUSA) – formerly TransFair – require users of the organization’s “Fair Trade Certified” seal for composite products to provide additional information to consumers.

NARB is the appellate unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus… The “identification of fair trade sourced ingredients on the ingredients panel, which normally appears on the back or side of the packaging, is not enough to overcome or qualify the implied message of significance conveyed on the front of the package,” the panel stated… Further, the panel recommended that Fair Trade USA qualify the seal’s message by indicating the relative percentage by weight of ingredients that are fair trade sourced in order to convey an accurate message to consumers…

FTUSA stated that it “respects the decision of the panel and agrees that any implied messages must be determined in the context of the entire product packaging.  As part of its ongoing review process, FTUSA intends to follow the recommendations of NARB in order to further strengthen the FTUSA multiple ingredients product policy.”

See rest of ASRC press release

See Fair World Project response