back to menuConsumers are being misled by meaningless descriptions like 'country style' and the sloppy use of terms such as 'fresh, 'traditional' and 'home made' on some food labels, according to a report published at the end of July by an advisory committee to the Food Standards Agency (FSA).
The report, a result of a two year study by the Food Advisory Committee, slams some members of the food industry for misusing terms and says tighter enforcement is needed. The committee studied the use of the terms: fresh; natural; pure; traditional; original; authentic; and home made & farmhouse.
The FSA will use .the report to start consultation at once on new standards to industry that will help protect consumers and provide for more effective enforcement. The standards will:
The Agency plans to follow up the publication of the proposed standards with surveys and regular spot-checks.
The reports says that the basic requirements under the Food Safety Act 1990, the Trade Descriptions Act 1968 and the Food Labelling Regulations 1996 that outlaw misleading labels, are not being strictly observed.
Food Standards Agency deputy chair, Suzi Leather, said: "This is an important study which takes forward the rights of consumers and doesn't pull any punches. People have a basic right to clear and meaningful labels so that they know what they are really buying. This goes to the very heart of consumer choice. Terms such as 'fresh', 'pure' or 'authentic' can be misused and, to quote the report, 'labellers have a tendency to be economical with the truth."
"This is a timely review of labelling in what is a fast changing market. The Agency will use this report to set clear standards that protect consumers and honest traders."
The report sets out a number of detailed recommendations. The FSA will use these as the basis for advice to industry and enforcement authorities on when these terms should and should not be used. The report also considered the use of pictures on food labels and advertising and recommends that they should be governed by the same guidance as terms and phrases.
And the Report says there is no place in food labelling for the term 'country style' and the term 'farmhouse' should be used sparingly. The Committee's report followed consumer research which found that about 75% of consumers find terms such as 'fresh', 'natural' and 'pure' misleading.
Copies of the Report are available from The Food Standards Agency, telephone 0845 606 0667, fax: 0208 8673225 or e-mail foodstandards@eclogistics.co.uk
back to menu