Health Claims and the ASA

As I have previously discussed, non-specific health claims are a challenge to marketing professionals. Such claims, for example saying a food is “healthy” or “good for you,” must be accompanied by a specific health claim which forms part of an approved EU list (see article 9(3) of the Nutition and Health Claims Regulation). The Advertising …

Lights, Labels, Action

How easy is it to read a label? Food Detectives, on BBC2 on 13th May 2016 at 7.30pm, attempts to answer this question. It turns out that the answer is “not very easy.” On a cold November morning I met Sean Fletcher and a BBC crew outside the Nottingham Playhouse. My role involved setting challenges …

Governing ‘Superfoods’ Claims

There has been a significant proliferation of ‘superfoods’ in recent years. You can find superfood smoothies, superfood salad and superfood cereal on the shelfs of the supermarket. From blueberries and beetroot, to quinoa and salmon, a wide variety of foods are marketed as superfoods. Marketing is of course the key. There is no widely accepted …