The Food Standards Authority document
Criteria for the terms Pure, Natural, etc in food labelling would agree with you, Paul, although I reckon that the general introductory guidance on pages 4 & 5 is as relevant to beekeepers contemplating the use of
raw,
pure, or
natural:
where a claim is potentially ambiguous or imprecise, the likely understanding of an average consumer should prevail and
if consumer and trader interests conflict, the interests of consumers must take precedence.
In a parallel thread
Is Chinese honey legally honey? we find that the honey packers Rowse describe their products with the cosy description
Over 80 years of pure and natural honey, although they import from everywhere including China, which has a history of producing impure and unnatural honey.
Sharing the same descriptive bed is Enrico, who also uses
pure and
natural to describe his honey. In which supplier is the consumer to have faith, and which trader will misconfuse the consumer?
This is our choice: (1) Use descriptive words because of legal entitlement or (2) resist the easy temptation to sleep with the Beast of Confusion.