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Food Focus August 2007

Labelling or advertising – spot the difference

All food products must have a label giving their nutritional or safety information. Advertising gives optional information, often to enhance the product in the consumer’s eyes. The two are very different

The intent of food labels is to provide safety information and the nutritional content of a food. For instance, whether it contains allergens, or how much salt or sugar there is. This allows consumers to make informed choices about their food, and is especially helpful if they must follow a strict diet or have known allergies.

The content of these labels is governed by the Food Standards Code and administered by NZFSA. The Code also specifies claims or statements that can and can’t accompany food, and gives some exceptions where a full label is not required.

Label requirements

In New Zealand, each label must include a Nutrition Information Panel (NIP), the ingredients, allergens, cooking requirements, net weight or volume, and use-by or best before dates. It must also be in English (other languages can be used in addition to English, as long as they do not contradict the information).

Only the average amounts of a substance need to be declared on the NIP. How much this can vary is not spelled out in the Food Standards Code, but manufacturers are required to follow good manufacturing practice. Any significant deviation from the label may be in breach of the Food Act 1981, the Fair Trading Act 1986 or the Food Standards Code.

Depending on the product, labels may also include mandatory warning statements and advisory statements (eg: allergens), any food additives, and percentage labelling of the characterising ingredient.

Certain foods do not need complete labels, such as those delivered ready-to-eat, sold at a fundraising event or packaged in the presence of the purchaser.

Advertising requirements

Most of the space on food wrapping is likely to be used for branding, advertising or marketing purposes and it is up to the consumer to determine their significance. Pictorial depictions, names, descriptions and other information in advertisements should not be inconsistent with the labelling requirements of the Food Standards Code.

Advertising or marketing material must comply with the Fair Trading Act 1986 and the Food Act 1981 and must not mislead consumers about the benefits of consuming the product. The Fair Trading Act prohibits misleading and deceptive conduct, false representations and unfair practices by people in trade.

Who checks the labels?

It is up to food manufacturers to ensure their labels are accurate and can be verified, and NZFSA conducts targeted surveillance studies to monitor their accuracy. All complaints about labels are initially referred to a Health Protection Officer at the local public health unit.

If NZFSA considers a food label poses a significant health issue, the manufacturer will be asked to correct its labelling. If there is a serious risk to the consumer, then the product may be withdrawn or recalled.

If you think product information is incorrect or missing from the product label, or is misleading, phone NZFSA on the toll-free helpline 0800 693 721. Six fact sheets on labelling can be found on NZFSA’s website www.nzfsa.govt.nz.

Essential labelling tool for health professionals

Did you know there are 24.9 grams of protein in every 100 grams of Vegemite; that a typical meat pie comprises 13.7% fat; or a banana has about 340 milligrams of potassium in it?

All this information is now available at your fingertips in NUTTAB 2006, which can be found on the Food Standards Australia New Zealand website at www.foodstandards.gov.au.

The tool lists 2,600 different foods and you can view data for up to 169 nutrients per 100g for these foods. You can search by food name, description or food group, as well as nutrient data per 100g.