That's according to Gary Lynch, chief executive of global data synchronisation body GS1 UK, which launched TrueSource in January a portal for standard product data that consumers and the trade can tap into.
"There needs to be ways of certifying whether the data management processes for such information are accurate," Lynch said.
He said the amount of incomplete or erroneous data accessible by shoppers was constantly growing and tackling the issue could lead to the creation of some sort of "kite mark" to authorise material. Otherwise, he said, "how would you be able to tell that the data you were accessing was good?"
Fatal consequences could ensue if consumers with allergies viewed details that failed to flag up the presence of certain allergens in products, he warned. "We would definitely look to start some sort of accreditation of suppliers."
As was the case with TrueSource data, ultimate ownership and responsibility for data should lie with manufacturers, said Lynch.