EC to clean up food labelling advertising

The European Commission is preparing new food labelling rules to counter misleading advertising.

Even though current rules already ban misleading advertising, Consumer Affairs Commissioner David Byrne wants to make them tougher as part of plans to combat such food-related diseases as obesity.

The EC wants to tackle such vague slogans such as “eat all you want, this will half your energy intake” and “helps your body resist stress,” which can lure a consumer toward a product without necessarily delivering on the promises it makes, said Byrne’s spokeswoman Beate Gminder.

Byrne now wants labelling “with scientifically based, clear and reliable information regarding both the nutrient content of foods and their associated health benefits,” Gminder said.