FTC (Federal Trade Commission)

The Federal Trade Commission (FTC) is an independent agency of the United States government whose principal mission is the enforcement of civil U.S. antitrust law and the promotion of consumer protection.

In the beverage sector, the FTC works alongside the fda to scrutinize marketing and health claims, particularly for adult-soft-drinks and functional beverages. The FTC requires robust substantiation for marketing language such as “stress-relieving” or “adaptogenic,” ensuring that brands do not engage in deceptive advertising when navigating functional-beverage-regulations.