Breaking News on Food & Beverage Development - EuropeUS edition | Asian edition

Headlines > Legislation

Loading...

How health claims could impact marketing ethics

1 comment08-Dec-2010

The tough health claims environment in Europe could turn manufacturers towards more subtle – and maybe less ethical – marketing approaches, believes Henry Dixon of PR firm BDB.

The tough health claims environment in Europe could turn manufacturers towards more subtle – and maybe less ethical – marketing approaches, believes Henry Dixon of PR firm BDB.

Dixon says that the current state of affairs, with the majority of proposed claims turned away by EFSA, is not in the best interests of consumers or industry. The regulation was originally conceived in the spirit of bringing clarity and choice to the market, and providing consumers with functional foods and supplements they could trust and understand.

Now, however, industry may cease to innovate or do R&D outside Europe, or turn to creative marketing such as lifestyle associations, imagery and clever copy lines. It may even adopt some of the marketing practices employed by the tobacco industry.

He concludes that this is “a sad result”, but that there remains a need to push products – and that may mean finding ways to get around the regulation.

1 comment (Comments are now closed)

UNDERSTANDING LEGISLATION

I would say that the use of lifestyle associations and imagery and even 'clever copy' lines will be convered by the nutrition & health claims regulation (NHCR).

Article 2(1), 2(4) and 2(5) of the regulation clearly set out that that implying a health benefit through pictorial graphic or symbolic (as described in this broadcast) means would fall under the remitt of the NHCR.

What maybe open is defining clearly some of the terminology used in the regulations, such as 'commercial communication'. Although not explained in detail Article 2(d) of Directive 2005/29/EC may provide some direction if a legal enforcement case was to arise.

It will be of interest to see how branding and marketing experts deal with the NHCR, and how enforcement will tackle their attempts to communicate with the consumer.

Report abuse

Posted by Mark J. Tallon, Phd
08 December 2010 | 19h14

Related products

Are food companies getting social media right? In a word, 'no'

Are food companies getting social media right? In a word, 'no'

Fear is a major roadblock to many food companies getting it right when it...

Building for the future: DSM on lessons from Food Vision 2014

Building for the future: DSM on lessons from Food Vision 2014

Industry needs to ‘dramatically innovate’ if it is to come up with sustainable solutions...

In conversation with the mastermind behind the €250,000 lab-grown burger

In conversation with the mastermind behind the €250,000 lab-grown burger

Last year Professor Mark Post sparked international interest with the unveiling, and tasting, of...

Food science under spotlight at IFST jubilee conference

Food science under spotlight at IFST jubilee conference

Mapping the future of food science is the aim of the Institute of Food...

Manufacturers miss big breaks with small innovations

Manufacturers miss big breaks with small innovations

Food and drinks manufacturers could be missing out on ground-breaking new product development opportunities...

Invest in small food firms or risk losing income

Invest in small food firms or risk losing income

Big food and drink manufacturers should invest in small firms to protect their income...

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

Food Vision 2014: Bridge knowledge gaps, overcome change and work sustainably

What is the future of food? Simple communication of complex advances will be crucial,...

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain CEO: Pepsi and Coke weren’t even looking at sparkling waters

Talking Rain’s Sparkling Ice brand plugs a market gap that Pepsi and Coca-Cola missed,...

Innovation for today: Digital tech empowers industry to innovate

Innovation for today: Digital tech empowers industry to innovate

Chris Cornyn

founder & president, DINE Marketing

Foodex 2014 – video highlights

Foodex 2014 – video highlights

The consequences of the horsemeat crisis, filling the yawning skills gap, lean and green...

High-protein bread could bake up a storm: Euromonitor

High-protein bread could bake up a storm: Euromonitor

Diana Cowland

Senior Analyst, Health & Wellness, Euromonitor International

Cutting carbs, gluten or fat? The 'utter nonsense' behind claims to be the best diet

Cutting carbs, gluten or fat? The 'utter nonsense' behind claims to be the best diet

Dr David Katz

ddirector of Prevention Research Center. , Yale University

‘If kids don’t like it, you won't get far’: Daioni boss on healthy dairy drink success

‘If kids don’t like it, you won't get far’: Daioni boss on healthy dairy drink success

Welsh farmer turned entrepreneur Laurence Harris tells BeverageDaily.com about his nationwide distribution ambition for...

Bakeries struggling with calls to cut salt, sugar and fat

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

‘Functional beverage belief is back’: Zenith International chair

‘Functional beverage belief is back’: Zenith International chair

Zenith International chairman Richard Hall tells BeverageDaily.com that he thinks the beverage industry is...

Behavioural economist: Do the nutritional thinking for people if you want change

Behavioural economist: Do the nutritional thinking for people if you want change

Consumers don’t really want more nutritional information, they want an easy life, according to...

Simplicity, not science, rules sweetener coverage

Simplicity, not science, rules sweetener coverage

Professor Jason Halford

University of Liverpool

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

InHarvest: Legumes, pulses steal spotlight from animal protein

At the 2014 Research Chefs Association Conference & Culinology Expo, FoodNavigator-USA caught up with...

Industry must debunk whey protein bodybuilding myths: Volac

Industry must debunk whey protein bodybuilding myths: Volac

Michael Hiron

Commercial Manager, Lifestyle Nutrition, Volac

Key Industry Events

 

Access all events listing

Our events, Events from partners...