Honesty the best policy on food labelling

Food manufacturers in the UK were criticised again this week over misleading food labels when the findings of a new report suggested that labels "are more likely to confuse and mislead consumers than inform them".​

The report - published by the National Consumer Council (NCC) - claims that the sheer number of labelling schemes has caused confusion among consumers who do not know what the labels mean, and the NCC is calling for a new code of practice.

NCC chairman Deirdre Hutton said: "Our research shows that consumers do not understand what the majority of logos mean. What is needed are credible labelling schemes which have great potential to inform consumers and offer them real choices."​

The NCC survey​ - carried out in November 2001 and commissioned by the UK Food Standards Agency (FSA) - questioned a variety of respondents, including practising Jews and Muslims, low-income households, organic buyers and parents, and used a range of illustrative, branded and retailer own brand packaged foods as stimuli, including three labelling schemes.

Findings suggest that consumer confusion is caused by the fragmented approach to the way that food labelling schemes are developed and the sheer number of schemes. One consumer is quoted in the report as saying: "We want honesty, to be told the truth in black and white. A clear definition of what it stands for, up front, enabling consumers to make their own choice based on thinking and their pocket."​

So how has the food industry responded to the latest in a string of food labelling criticisms? Conciliatory words came rapidly from deputy director general of the UK Food and Drink Federation (FDF), Martin Paterson: "Manufacturers need to be able to differentiate their products from their competitors in the marketplace, but do have to try and get across as much information to consumers on what can sometimes be a very small space."​

But the report findings suggest that this information, whether large or small, can be misleading.

Rosemary Hignett, head of Food Labelling at the FSA, said: "The Food Standards Agency welcomes this report. It shows that the food industry and supermarkets need to do more to help consumers make informed choices. There are too many confusing logos and claims on foods, and too little of the clear factual information consumers want.​

In the report, the council recommends that the FSA develop a series of measures to include a code of practice with a commitment to involve consumers in the design of schemes and to communicate the benefits of schemes to consumers in plain English, a Good Labelling Guide to encourage transparency, and - perhaps most significantly - consistent definitions for food claims which should be clear, accurate and widely understood by consumers.

Both the FSA and the NCC stressed the absolute need for the food industry to work closely with the consumer organisations and the FSA in order to achieve the objectives. The FSA is already committed to working with consumers, enforcement authorities and industry to develop and promote good labelling practice and improve consumer education and advice on food labelling.

Deirdre Hutton commented: "The changes we recommend will not be possible without industry buy-in. It is essential that manufacturers and retailers sign up to the good governance code of practice if it is to work. There are significant advantages to industry if they adopt good labelling practice as the resulting increase in consumer confidence could lead to improved sales."​

And how does the industry feel? "The FDF will consider the NCC report and will continue to engage with the FSA on this and other aspects of its Food Labelling Action Plan,"​ assured Martin Paterson.

It is clear that industry action must be prompt and effective. The issue of food labelling is one which simply refuses to go away, and is in fact gaining in momentum by the year. Last year, for example, the UK Consumer Association, voicing its concern over misleading logos, launched the 'Honest Labelling' campaign, but the issue was already a cause for concern as far back as 1993, when Sustain (the alliance for better farming and food) launched the Food Advertising Project to ensure that food advertising encourages healthy eating to help improve the health of future generations.

Undeniably, manufacturers and retailers need to find routes to gain the advantage in an ever more competitive market. But it is undoubtedly in the interest of both the consumer and the food industry that the issue of food labelling is tackled once and for all. Enough talking, it's time for action.