Foods under scrutiny for dubious health benefit claims

HUNDREDS of foods and supplements readily available in Irish stores are being investigated for falsely claiming they provide scientifically proven health benefits.

The Food Safety Authority of Ireland (FSAI) has confirmed that the major examination is taking place as part of an EU-wide crackdown on illegal marketing messages.

In recent weeks, the independent body has uncovered dozens of questionable product claims.

They include suggestions from the makers of Kinder chocolate that the product “helps children grow”, a type of black tea that aids concentration and claims from the National Dairy Council that milk and cheese promote dental health in children.

Those behind 38 separate products have already been told to remove the false health advice immediately or face the possibility of fines and market bans.

And with hundreds more currently being investigated, this figure is expected to increase over the coming months.

Speaking at the EU-wide Health Claims on Foods and Food Supplements conference in Dublin, Dr Mary Flynn, chief specialist in public health nutrition at the FSAI, said the large number of products sent in for assessment has delayed the investigation.

However, she emphasised that any product found guilty of making bogus claims will be withdrawn from the EU market, which includes Ireland and caters for more than 50 million consumers.

“From a nutrition perspective, we expected around 200 general health claims. Instead, 44,215 were submitted for assessment to the European Food Safety Authority,” Dr Flynn explained.

While the continent-wide crackdown will prove to be worrying news for a large number of companies currently making false claims to the market, it could also provide a financial boost to firms playing by the rules.

As part of the examination of products in EU stores, a total of 40 nutritional and health claims have been given the green light to be used.

Companies whose products contain any of the ingredients on the list – which is available at www.fsai.ie and contains claims that certain supplements reduce fat, lower blood pressure and are high in protein – will be allowed to continue selling on Irish shelves.

Firms which were previously unaware of the health benefits contained in their products are urged to check with the FSAI for further information.

Small or medium-sized companies will also be given support to examine whether further health benefit claims in their products are correct.