Nutrition labelling, marketing techniques, nutrition claims andhealth claims on chip and biscuit packages from sixteen countries

Mayhew, Alexandra J; Dehghan, Mahshid; Yusuf, Salim; Chow, Clara K; Lock, Karen; Kelishadi, Roya; Swaminathan, Sumathi; Marcilio, Claudia S; Iqbal, Romaina

Food packages were objectively assessed to explore differences innutrition labelling, selected promotional marketing techniques and health andnutrition claims between countries, in comparison to national regulations.

Design:

Cross-sectional.

Setting:

Chip and sweet biscuit packages were collected from sixteen countries atdifferent levels of economic development in the EPOCH (Environmental Profile ofa Communitys Health) study between 2008 and 2010.

Subjects:

Seven hundred and thirty-seven food packages were systematicallyevaluated for nutrition labelling, selected promotional marketing techniquesrelevant to nutrition and health, and health and nutrition claims. We comparedpack labelling in countries with labelling regulations, with voluntary regulationsand no regulations.

Results:

Overall 86 % of the packages had nutrition labels, 30 % had health ornutrition claims and 87 % displayed selected marketing techniques. On average,each package displayed two marketing techniques and one health or nutritionclaim. In countries with mandatory nutrition labelling a greater proportion ofpackages displayed nutrition labels, had more of the seven required nutrientspresent, more total nutrients listed and higher readability compared with those withvoluntary or no regulations. Countries with no health or nutrition claim regulationshad fewer claims per package compared with countries with regulations.

Conclusions:

Nutrition label regulations were associated with increased prevalenceand quality of nutrition labels. Health and nutrition claim regulations wereunexpectedly associated with increased use of claims, suggesting that currentregulations may not have the desired effect of protecting consumers. Of concern,lack of regulation was associated with increased promotional marketing techniquesdirected at children and misleadingly promoting broad concepts of health.

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