Bogus food claims to be outlawed

Vague or meaningless health claims on food packaging would be outlawed under new rules unveiled yesterday.

Makers would be banned from using such promises as 'reduces your calorific intake' and 'improves your memory'.

And dubious health claims on labels such as 'high-fibre', 'low-fat' and 'sugar- free' would have to be backed up with scientific evidence.

The European Commission says it is particularly worried about misleading statements like '90 per cent fat-free' when, in fact, a fat content of ten per cent is considered high by doctors.

In future, such claims could be banned and the term 'fat-free' allowed only where a product contains fewer than 0.5 grams of fat per 100 grams.

References to and endorsements by doctors or health professionals would also be outlawed. At present, food producers have to disclose the full ingredients of products on labels but are not obliged to give full nutritional information.

Commissioner David Byrne said: 'The proposals will give shoppers accurate and meaningful information while producers will be able to use serious claims as a marketing tool.' The Consumers' Association hailed the idea as a victory for shoppers.

A spokesman said: 'These proposals will tackle this confusion once and for all so consumers will no longer be handing over money for products without a guarantee that they will deliver the health benefits they promise.' The plans received a hostile welcome from the food industry. If they are approved, makers will have to spend billions of pounds rebranding their products.

The Food and Drink Federation said failing to recognising the validity of health and nutritional claims would 'limit consumer choice' and damage the industry.