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	? 'Natural' (NOT a certification) Worldwide · Tier 4 Marketing	AB (Agriculture Biologique) France · Tier 2 Trusted	NATRUE European Union · Tier 2 Trusted	KRAV (Sweden) Sweden · Tier 2 Trusted
What it means	The word 'natural' on packaging is a marketing term, not a certification. In most jurisdictions there's no legal definition, no standard, and no inspection. A product labelled 'natural' can contain synthetic ingredients, pesticides, GMOs, and artificial flavours.	France's national organic mark, owned by the Ministry of Agriculture. Sits alongside the EU Leaf on virtually all French organic packaging.	An EU-based natural-and-organic cosmetics certification. Three grades: Natural, Natural with Organic portion, and Organic.	Sweden's leading organic mark. Built on the EU 2018/848 baseline plus stricter Swedish add-ons covering animal welfare, climate impact, and social conditions.
Scope	Several categories	Food	Cosmetics	Food
Established	—	1985	2007	1985
Inspection	None	Annual on-site by French-accredited certifiers	Annual third-party audit	Annual on-site by KRAV-accredited certifier
Residue testing	None	Risk-based	Risk-based	Required
Guarantees	Nothing. It is not a certification and there is no body verifying anything.	EU baseline organic (EU 2018/848). Annual on-site inspection by accredited French certifiers (Ecocert, Bureau Veritas, Qualité-France).	Restricted ingredient list (no synthetic fragrances, no silicones, no PEGs). Tiered organic content: Natural with Organic portion ≥70% certified organic; Organic ≥95%. Annual third-party verification.	EU baseline organic PLUS Swedish-specific welfare and climate add-ons. Annual on-site inspection. Climate footprint accounting on KRAV-certified farms.
Does NOT	Doesn't mean organic. Doesn't mean pesticide-free. Doesn't mean GMO-free. Doesn't mean ethically produced. Some markets (e.g. the US FDA on food, EU on cosmetics) place very limited restrictions on the word, but enforcement is weak.	Same standard as the EU Leaf — AB is the brand consumers recognise, not a stricter rule.	Mark is trademark-protected.	Mark is trademark-protected.

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