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Clorox Raises the Bar on Ingredient Disclosure

Clorox said this week it has become the first in its industry to expand disclosure on ingredients found in its cleaning products, including preservatives, dyes and fragrances.

As part of its Ingredients Inside program, the company started to inform customers that ingredient information is available at its corporate social responsibility website.

There customers will be able find the identities of the preservatives and dyes found in all cleaning, disinfecting and laundry products sold in the U.S. and Canada. Clorox began disclosing the active ingredients in these products two years ago.

Additionally, Clorox will list a "palette of fragrance ingredients" used in all cleaning, disinfecting and laundry products sold in the U.S. and Canada. Each fragrance will include a link to a file containing its CAS Registry Number and fragrance chemical names.

The move follows the company's decision to create a product ingredient communication program in North America in 2008 when it launched its Green Works product line. The following year, Clorox began disclosing ingredients in its products on its corporate website.

"This additional information about our products is a natural next step to take for our Ingredients Inside program as we continue to drive transparency and industry leadership in the area of product ingredient communication," Clorox Chairman and CEO Don Knauss said in a statement.

According to the Wall Street Journal, Clorox's move this week propels the company further than others in terms of disclosure.

"Right now we don't do a full disclosure on fragrance ingredients," except to guarantee that certain toxic ingredients aren't used, Don Frey, vice president of product development for Method Products Inc., told the WSJ.

Image courtesy of Clorox.

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