SUBSCRIBE

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

News > Policy

Read more breaking news

 

 

How health claims could impact marketing ethics

1 comment08-Dec-2010

How health claims could impact marketing ethics

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 | 19h142010-12-08T19:14:58Z

Related products

From 'good sugar' to reformulation R&D: The companies that welcome sugar taxes

From 'good sugar' to reformulation R&D: The companies that welcome sugar taxes

A sugar tax might be bad news for some manufacturers but for others it's...

Video: If Donald Trump becomes US president, would it be good for your business?

Video: If Donald Trump becomes US president, would it be good for your business?

Presidential hopeful Donald Trump has vowed to bring back jobs to America by ripping...

Trends in fats and oils: It's all about minimal processing, novel ingredients & changing the plant's genetic profile

Trends in fats and oils: It's all about minimal processing, novel ingredients & changing the plant's genetic profile

Consumers are confused over the healthiness of saturated fats, worried about chemical contaminants in...

Lycored survey says consumers will pay more for natural colors

Lycored survey says consumers will pay more for natural colors

Christiane Lippert

Head of marketing (food), Lycored

Heard of himanthalia? Dutch start-up aims to replace carb-heavy pasta with seaweed

Heard of himanthalia? Dutch start-up aims to replace carb-heavy pasta with seaweed

Himanthalia - or sea spaghetti - may not be commonly known. But as a...

'It's still an attractive market': How are companies overcoming political instability in Turkey?

'It's still an attractive market': How are companies overcoming political instability in Turkey?

At the crossroads of east and west, Turkey offers huge promise but given the...

Why do people buy meat-alternatives?

Fungi-based protein can give soy and pea a run for their money, says Quorn

Marketers of meat-alternatives like to talk a lot about sustainable protein, and how we’re...

 Food crime: what’s on the experts’ wish list

Food and drink crime: what tops experts’ wish list

Persuading people to share information about suspected food and drink crime, co-ordinating intelligence sharing...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Smoothie brand Froosh warns of ‘social washing’ within supply chain

Smoothie brand Froosh warns of ‘social washing’ on supply chain sustainability

Scandinavia’s top-selling smoothie manufacturer Froosh has called for ‘trade not aid’ in developing countries...

Key Industry Events