New brands’ most common regulatory flub

Is it a food? A beverage? A skin cream? A drug? A surprising number of natural products can toe a line of what they’re used for and how they should be used, but you need to hammer out a specific intended use before marketing your brand. Too many startups botch this key component of their business strategy. Steve Taormina, standards director at New Hope Natural Media, gives expert tips to skirt this snafu.