Wellness marketing term ‘clean’ lacks standardized definition

The term ‘clean’ has become a common shorthand in wellness marketing for dietary supplements, yet it lacks a single, standardized definition. Consumers often interpret the word in various ways, such as a preference for shorter ingredient lists, naturally sourced components, the absence of specific additives like artificial colors or sweeteners, or the presence of third-party testing and transparent labeling.

Because these interpretations vary, ‘clean’ is considered a subjective measure of quality rather than a verifiable standard. Experts suggest that consumers should look for specific, measurable information rather than relying on broad marketing terms. Furthermore, terms like ‘natural’ or ‘pure’ can be misleading; the FDA notes that ‘natural’ does not inherently mean a product is safe, as certain natural ingredients can have potent effects or interact with medications.