Food watchdog gives clear warning on misleading labels

Wednesday 25 July 2001

Consumers 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 new report published today by an advisory committee to the Food Standards Agency.

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 use of the terms "fresh", "pure", "traditional", "farmhouse", "natural", "original", "authentic" and "home-made" and other associated descriptions.

The Food Standards Agency will use the report to start consultation next week on new standards that will help protect consumers. The standards will provide for more effective enforcement, provide a level playing field for industry and make plain to consumers what they should expect.

The Agency plans to follow up the publication of the proposed new standards with surveys and regular spot checks.

The report says that the basic requirements under the Food Safety Act 1990, the Trade Descriptions Act 1968 and the Food Labelling Regulations 1996, which outlaw misleading labels, are not being strictly observed.

Scottish FSA Board member Michael Gibson said:

"One of the Agency's key priorities for the next five years is to promote honest and informative labelling for the benefit of consumers. If descriptions on food labels are not clear they are pointless. People have a right to clear and meaningful labels so that they know what they are really buying. This issue goes to the very heart of consumer choice.

"Terms such as "fresh", "pure" and "authentic" can be misused and, to quote the report, "labellers have a tendency to be economical with the truth". This report does not pull any punches and the Food Advisory Committee are to be congratulated on producing such an important piece of work.

"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. These include:

-an end to the use of phrases such as "country style" and "natural goodness";

-limitations on the use of words such as "farmhouse" and "home-made"; curbs on the use of pictures in advertisements and on labels (for example, showing factory-made foods being made in a small kitchen or farmhouse).

The Agency will use these recommendations as the basis for advice to industry and enforcement authorities on when these terms should and should not be used.

The Food Advisory Committee's report follows UK-wide consumer research which found that 75% of consumers find terms such as "fresh", "natural" and "pure" misleading. The research also found that:

-more than four in ten consumers thought 'fresh' referred to the age of the food;

-nearly five in ten expected natural food to be free of additives (including preservatives, colourings or artificial man-made ingredients);

-more than three in ten expected pure food to have nothing added or no extras, to have nothing mixed with the product or nothing artificial.

Notes for news editors

1. An Executive Summary of the Food Advisory Committee's Report is attached. Copies of the full report are available from the Food Standards Agency (telephone 0845 606 0667; fax 0208 867 3225 or e-mail foodstandards@eclogistics.co.uk).

2. The Food Advisory Committee's terms of reference are: "To advise the Board of the Food Standards Agency on any food safety and standards issues and to assist with the development of the Agency?s strategy and future work programme as the Board may require."

3. The Food Standards Agency's Board has an 18-point action plan to improve food labelling.

4. A summary of the consumer research can be found in Food Safety Information Bulletin No 118 on the FSA website.

For further information contact John Booth on 01224 285120. Out of hours contact: 07699 782183.

ENDS

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Telephone: 029 20 678915
Fax: 029 20 678918/9
Email: kathryn.corcoran@foodstandards.gsi.gov.uk