New EU regulations governing the health and nutrition claims made about food products come into force today.
The regulations set out precise definitions for nutrition claims such as "low fat", "high fibre" or "increased calcium" and provide for the compilation of a list of accepted health claims.
A high-fibre solid product would have to contain at least six grams of fibre per 100g, for example, while low-fat products would have to contain less than three grams of fat per 100g.
Up to now, food manufacturers were free to make claims about their products as long as they were not false or misleading; in practice, their claims were seldom checked.
Consumer organisations have long complained about misleading labelling and advertising of food products. According to Beuc, the European Consumers' Organisation, labels often stress only one aspect of a product - claiming a low level of sugar, for example, but not mentioning high levels of salt or fat. Likewise, some breakfast cereals, containing up to 40 per cent sugar, are marketed to children as healthy products.
Beuc director Jim Murray said the regulations were good news for consumers, although it would take some time for technical details to be worked out and for their effect to be felt in the shops. "There has to be some stage at which you say a product cannot be promoted as healthy. We're still in for a long fight on this."
Ibec's Food and Drink Industry Ireland welcomed the regulations as a framework within which food companies could operate. "You know where you stand now," said director of food Paul Kelly. "Because it operates across the EU, it's easier for companies to meet a common standard."
He said the regulations offered Irish firms the opportunity to find niches in the fast-growing market for healthy and functional foods.
The regulations require prior authorisation for all health claims. Existing health claims such as "calcium is good for bones" would be placed on a list with other well-accepted claims, to be used by food manufacturers once they comply with other provisions in the legislation. Any new claim would have to be scientifically assessed and approved.
Provision is made for disease reduction claims, such as products which promise to reduce the risk of heart disease or osteoporosis. However, these claims, and those relating to the health of children, will require authorisation on a case-by-case basis.
Inaccurate, unclear and unsubstantiated claims will be banned, as will claims referring to rates of weight loss and recommendations by individual doctors.
