1.5 Outline ways in which food label claims and descriptions may be misleading

This guide will help you answer 1.5 Outline ways in which food label claims and descriptions may be misleading.

Food labels help shoppers decide which products to buy. They provide information about what is in the product, its nutritional value and how to prepare it. Many people look at food labels before making their choices. Accurate food labelling helps people eat healthily and avoid ingredients that could cause illness.

However, food label claims and descriptions do not always give a true picture. Labels may use phrases or design features to create an impression the food is healthier, more natural, or of higher quality than it really is. Misleading labelling can cause confusion, encourage poor food choices, or even risk someone’s wellbeing.

Types of Claims and Descriptions

Food packaging often includes many types of claims, such as:

• Nutritional claims
• Health claims
• Descriptive words
• Imagery
• Portion advice
• Marketing language

These appear on the front and back of packs, on sides, on banners and in advertisements.

Common Misleading Techniques

Food companies sometimes use language or pictures that give an incorrect or exaggerated impression. Here are the most common ways they do this:

Misleading Nutritional Claims

Manufacturers know many people want to eat more healthily. This encourages them to add nutritional claims, such as:

• “Low fat”
• “Reduced sugar”
• “High in fibre”
• “Sugar free”

At first glance, shoppers may think these guarantee the product is healthy. These claims can mislead in several ways:

1. “Low Fat” or “Reduced Fat”

Products marked “low fat” do not always mean healthy. The term “low fat” can be placed on a food if it contains less than 3g of fat per 100g (in solids) or 1.5g per 100ml (in liquids).

But “low fat” products may still be high in sugar, salt, or other unhealthy ingredients. In many cases, fat is removed and replaced with sugars or starches to improve taste. This can increase calories and make the food less healthy.

Example: “Low fat” yoghurt with a high amount of sugar.

2. “Reduced Sugar” or “Reduced Fat”

“Reduced” means the product contains at least 30% less of the named nutrient compared to a similar product. But “reduced” does not mean low. The original product could be very high in sugar or fat. So the reduced version, although better, could still have high levels.

Example: A “reduced sugar” drink may still have a lot of sugar, just slightly less than its regular version.

3. “High in Fibre”, “Source of Protein”

Some foods are advertised as “high in fibre” or “source of protein”. These claims are regulated. For example, “high in fibre” requires at least 6g fibre per 100g. But highlighting one positive aspect can distract people from other unhealthy features.

Most “high protein” snack bars, for instance, have a lot of sugar or saturated fat. The positive message hides the real nutritional picture.

4. “Sugar-Free” and “No Added Sugar”

“Sugar-free” means less than 0.5g sugars per 100g or 100ml. These foods may include sweeteners, which change flavour and have other health effects.

“No added sugar” means no sugars were added, but the food can still contain natural sugars or syrups from fruit or dairy. This may be confusing if shoppers assume these products contain no sugar at all.

Health Claims Without Sufficient Evidence

Food labels sometimes use health claims that sound scientific but are hard to prove. Indeed, regulations set by law mean claims such as “reduces cholesterol” or “supports immunity” must have strong evidence. Yet subtler forms of wording get used, such as:

• “Good for your heart”
• “Boosts energy”
• “Supports brain function”

These broad statements are very difficult to prove. The claim may be based on one ingredient in tiny amounts that are unlikely to have much effect in normal servings.

Example

A breakfast cereal may claim to “help maintain normal heart function” because it adds small amounts of a vitamin, even though its sugar content is unhealthy when eaten daily.

Misleading Descriptive Words and Phrases

Food labels may add certain words to make a product sound healthier, fresher, or more natural. These do not always have a clear, legal meaning.

1. “Natural”, “Pure”, “Wholesome”

Such terms are not tightly defined by law. “Natural” should mean food is not highly processed, but companies use the word freely. A bar made from processed fruit concentrates can be labelled as “natural”, despite losing most of the whole fruit’s fibre.

2. “Farmhouse”, “Home-made”, “Artisan”, “Traditional”

These words suggest a product is made by hand, in small batches, or using old methods. In reality, “farmhouse” bread can come from a large factory, and “traditional” soup is likely mass-produced.

3. “Fresh”

The term “fresh” gives the idea food was recently made or picked. Yet in many cases, “fresh” juice may simply mean “not from concentrate”, even though fruit was pressed weeks before.

Using Imagery and Design

Company designers use pictures and colour to give positive impressions.

1. Images of Fruit, Vegetables or Grains

Pack shots of whole fruit, vegetables or grains can make a food look full of healthy ingredients, but the actual fruit or veg content may be tiny.

Example: A drink with images of strawberries may have only a 1% strawberry content.

2. Green and Earthy Colours

Colour choices such as green, brown, or beige are used to suggest natural or healthy products, even when the food contains additives and little nutrition.

Misleading Portion Information

Food labels sometimes highlight nutritional values per serving size, instead of per 100g.

Smaller serving sizes can make food look lower in calories, sugar, or fat. Packs may exaggerate how many “servings” they contain, further lowering the figures per serving.

Example: A bar may state “only 80 kcals per portion”, but the actual bar is two portions, so you eat double.

Burying Key Facts in Small Print

Companies often use large, eye-catching type for positive claims but hide negative information, such as high sugar, in small print at the back. This can lead to consumers missing important health warnings or allergen advice.

Manipulation of Ingredient Lists

Manufacturers can present ingredient lists in ways that appear more honest than they are.

• They might list sugar under several names (like glucose, dextrose, honey, syrups) to move each one down the list, so sugar does not appear as the main ingredient.
• Added water may be high up the list, but called “vegetable broth” to look healthier.

Ambiguity About ‘Free From’ Claims

Products that are “free from” something, such as “gluten free” or “lactose free”, may use this to look healthier. But a food without gluten, for example, is not always healthier. A “gluten free” cake can still be high in sugars and fats.

Health Endorsements or Badges

Products display fake medals, “recommended by nutritionists”, or invented “approval” logos with little evidence. These create a sense of authority when there may be none.

Unregulated and Loosely Regulated Claims

Not all label claims have legal definitions. While some, such as “low fat” or “high fibre”, are by law, many do not have standard meanings. This leaves room for misleading use.

Common Loosely Defined or Unregulated Words

• “Superfood” is not a regulated term and might suggest a food offers special health effects not proven by science.
• “Diet” as a description of soft drinks means little about the drink’s wider health impact.
• “Light” could refer to flavour, colour, or calorie reduction.

These terms sound attractive, but they do not give detailed information.

How Regulations Work in the UK

Food labelling in the UK must follow strict rules under the Food Information Regulations 2014 and wider EU regulations for nutrition and health claims. However, companies often work around these using design and creative language. While there is oversight, enforcement can be slow, and many consumers misunderstand the real meaning of claims.

Impact on Consumers

There are several risks for people when labels give a misleading impression:

• Choosing foods that are less healthy than they seem
• Eating more of a food due to think it’s “light” or “healthy”
• Allergic individuals missing hidden ingredients
• People trying to manage weight being fooled by small portion sizes

This may create confusion, mistrust, or pose a risk to health, especially to people managing a medical condition or allergy.

Spotting Misleading Claims in Practice

It helps to always check:

• The small print on back of packs
• The actual nutritional breakdown per 100g or 100ml
• The ingredient list order (from highest content down)
• All sources of sugar or fat, not just one type
• Whether added ingredients (like vitamins) really bring health benefits

Being wary of positive claims can guard against poor choices.

Role of Health Professionals

Those working in health and nutrition need to help others spot misleading food labels. This might mean teaching how to:

• Read full ingredient lists
• Check traffic light labelling
• Ask about what claims really mean
• Compare products, not just trust “health” logos or language

Workers can encourage clients to look at evidence, not just well-designed packaging.

Final Thoughts

Shopping for healthy food can be confusing. Product labels have improved over the years, but companies still use many tricks to make their products look healthier, fresher, or better than they really are. Many claims, such as “low fat”, “reduced sugar”, or unregulated descriptions, need to be examined carefully.

Looking beyond the advertising words on the front of the pack helps stop you being misled. Always check the full nutritional information, ingredient list, and actual serving size. The presence of a single positive nutrient or word does not make a food healthy.

Food labelling should help people make informed choices. Honest and clear information protects shoppers and supports good health. Workers in nutrition and health can help by teaching others how to look past misleading claims. Being aware of these tricks used by manufacturers helps everyone make wiser choices for themselves and their families.

Clear, accurate advice helps people understand what they are eating and reduces the risk of harm. Trust is built through honesty and transparency, so the more people know about misleading label claims, the more confident and healthy everyone can be.