Vegetarian, 5-a-day, 3-a-day, Fairtrade, Organic, Protected Designation of Origin - the list goes on. There are literally hundreds of logos used on food packaging today and it's set to continue as further EU-wide initiatives are introduced.Consumers must be suffering from 'image overload' - and without any policing of the situation, when will it end?
A recent UK Advertising Standards Authority adjudication on a TV advertisement for Nestlé Cereals, which ruled that its 3-a-day wholegrain claim could be confused with the current 5-a-day fruit and vegetable message, gives backing to my concerns.
Nestlé claimed that the 3-a-day message came from US government advice. The issue is that there is very little control over which logos can be used on product packaging.
This situation will become even more problematic with the introduction of the new EU Organic logo, which will potentially have to be indicated on all organic foods from January 2009. Protected Designation of Origin and Protected Geographical Indication logos will also have to appear on food from May 2009.
The solution is twofold. First, there needs to be more effective policing of the labelling of logos by enforcement. Second, it may be worthwhile considering limiting the number of logos permitted to ensure that those which follow official government schemes are given the importance and prominence they deserve.
Jamie Weall is principal advisor at consultancy Bodycote LawLabs. healthsciences@bodycote.com