Marketers Forced To Swallow New Rules On Food Ads
Advertisers are to be banned from making vague or misleading claims about food products under new European Commission rules proposed yesterday.
The planned regulation will see the rules on labelling food “low fat” or “high fibre” tightened, and comments like “preserves youth” or “reduces stress” banned altogether, in an attempt to prevent consumers being mislead by inaccurate marketing claims.
David Byrne, commissioner for Health and Consumer Protection, said: “Consumers will receive accurate and meaningful information while food producers will be able to use serious and scientifically substantiated claims as a marketing tool.”
The proposals will also mean that claims such as Shredded Wheat’s “may help to keep your heart healthy” will have to backed up by scientific evidence and references to endorsements by doctors or health professionals will be outlawed.
The EC hopes the proposals, which have been warmly welcomed by consumer groups, will be approved by European Union ministers in time to be introduced as legislation by 2005.
Plans to bring an end to food and drink advertising during children’s TV programmes suffered a set back earlier this week after the Bill proposing the ban was dropped due to a lack of Parliamentary time (see Set Back For Plans To Ban Food Advertising To Children).
European Commission: www.europa.eu.int
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