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Reminder for all marketers and regulators: Take care on whether you may be making a non-specific ‘GOODNESS’ claim on your product.
The requirements of Nutrition and Health Claims Regulation 1924/2006 prohibit the making of any general non-specific health claims unless accompanied by a specific authorised health claim. This was underlined by the ASA in their adjudication of Halo Foods Ltd, at the end of last year.
Halo Foods Ltd were re-launching their brand ‘Honey Monster’ and included the claim on their website: ‘Yummy honey goodness for a monsterfied breakfast…20% more honey”. The ad also included references to the nutritional content of the product.
The ASA found that “Honey Goodness” referenced a general, non-specific benefit of the product and the claims that accompanied it related to nutritional content only. As general health claims were acceptable only if accompanied by a specific authorised health claim, rather than nutrition claims, the ad was found to have breached the Code (CAP Code rule 15.2 Food, food supplements and associated health or nutrition claims.)
Associate (Food Law)
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