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Consumers can be misled and intimidated by false claims regarding foodstuffs.
- A food may not be advertised by claiming that it would help cure or treat a disease.
- However, the food can be characterized as a superfood if the claim is properly justified.
- Food may not be advertised as super light.
Does the food you buy say that calcium reduces the risk of osteoporosis?
According to the Food Agency, that should not be claimed. Marketing food for the prevention or treatment of diseases is always prohibited.
For example, the words “anti-inflammatory”, “diabetes” or “heartburn” may not be used in commercial food communication.
– Operators in the food industry may not present, refer to or otherwise give the impression that the foodstuffs manufactured, marketed or distributed by the operator or their ingredients have medicinal effects or intended uses, says the Food Agency’s special expert Marjo Misikangas.
The Food Agency’s revised Nutrition and health claims guide contains information on the use of claims in food packaging labeling and marketing. The guide contains examples of permitted and prohibited claims.
The Food Agency reminds that the consumer must not be misled or intimidated by unsecured promises.
The consumer can make a purchase decision based on the image. Elle Laitila
Slips on social media
According to Misikanka, most of the problems related to food marketing can be handled with advice and prompts.
– If administrative coercive measures have to be used in control cases, the coercive measures defined by the Food Act are used, for example an order and a marketing ban, which is often accompanied by a threatened fine.
– Nowadays, it is also possible to issue a penalty payment under section 67 of the Food Act, says Misikangas.
According to Misikkanka, there are gratifyingly few claims that are prohibited on food packaging labels.
– Renewing the packaging labels is so expensive that the packaging needs to be designed carefully. Instead, unapproved health claims and even medical claims slip into the internet and social media more often, he continues.
Added sugar
The Food Agency’s updated guide gives plenty of examples of misleading claims.
For example, making the “no added sugars” claim about a product to which sugars may not be added is misleading.
If the food has the phrase “contains a lot of vitamins”, it must be stated which vitamins the product is rich in.
You cannot make a nutritional claim about vitamins and minerals, which states that the product contains 30 percent more vitamins or minerals than other similar products.
Therefore, prohibited claims are, for example, “twice as much vitamin D as usual”, “more calcium” or “30% more vitamin C”.
It would be good to carefully study the ingredient list of the product before making a purchase decision, but in busy everyday life there is often no time for that. HELJÄ SALONEN
Hangover product “super light”
Prohibited claims also include, for example: “increased number of lactic acid bacteria” and “doubled polyphenols”.
Prohibited nutrition claims are also “super light” and “ultra light”.
In meal replacements, all kinds of references to the speed or amount of possible weight loss are prohibited.
Lactic acid bacteria cannot be advertised with, for example, the claims “travel”, “for the trip”, “along with the trip”, “for the traveler” if they refer to the well-being of the stomach or other health effects.
In the commercial communication of food products, it cannot therefore be claimed or implied that the food consumed in connection with the use of alcohol, i.e. the so-called hangover medicine, has beneficial properties that reduce the harms of alcohol.
Allowed “superfood”
In connection with food, you may use phrases such as “good for your health”, “heart-friendly”, “friend of your bones”, “well-being for your stomach”, “intestinal well-being”, “tooth-friendly”, “stomach-friendly”, “superfood”, “brings sunshine to the autumn wind and gusts” ”, “to calm the stormy winds”, “to tune your body to face Monday mornings” .
These expressions are considered to be general references to the possible health effects of the food or the substances it contains, but a health claim specifying the health effect must be presented in connection with them.
Healthcare professionals cannot market the health effects of food by emphasizing their own education or profession, even if the active ingredient has an approved health claim.
The list of examples of claims that the Food Agency considers to be medicinal in food products is very long. It has dozens of prohibited expressions.
The following lists examples of prohibited medicinal claims for food products.
Food and foodstuffs can seem healthy, even if it is not particularly healthy in reality. ADOBE STOCK / AOP
Prohibited expressions in foodstuffs
Reduces arrhythmias
Helps protect against cardiovascular diseases
Prevents the formation of blockages in blood vessels
Prevents osteoporosis
Accelerates the healing of injuries caused by exercise
Lowers elevated blood sugar
Helps with depression
Help when you’re in pain
Reduces restlessness and anxiety
For relief of temporary insomnia
Prevents dementia
Prevents intestinal infections and infections
Helps with inflammatory stomach problems
Alleviates the symptoms of lactose intolerance
Suitable for lactose intolerant
Protects the stomach during the course of medication
Relieves joint and rheumatism problems
Can be used to relieve sore throat and cold symptoms
Reduces respiratory tract bacteria
Reduces inflammatory symptoms
Has an anti-inflammatory effect, removing inflammation
Nature’s own antibiotic
Contains substances that destroy microbes
A natural natural antibiotic
Reduces allergies
Reduces allergy symptoms
Reduces urinary tract infections
Prevents cataracts
Helps relieve pain
One of the world’s oldest medicinal plants
Used in traditional Chinese medicine
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