Labelling, claims advertising and marketing

Our specialist lawyers have experienced in the regulatory requirements for providing information to consumers on a wide range of food and beverage products.

We have a very varied client base and are used to advising on a wide range of labelling and advertising issues, these cover:

• Protected names;
• Protected designations of origin;
• Voluntary claims; including vegan, vegetarian, organic, welfare claims, farmhouse, fresh, 

As well as:

• Nutrition claims; free-from, % reduced, added claims
• Health claims and implied general health claims
• Labelling and advertising on alcohol products
• Food products aimed at specific sectors of consumers

Experience covers:

• Advising during New Product Development, liaising with marketing and legal teams to ensure the appropriate legal name, labelling and advertising campaign is agreed upon;
• General advice on labelling and advertising but also when there is a change such as a reformulation;
• Assisting at importing new products into the UK/EU to ensure labelling and marketing compliance;
• Advising private equity companies on the viability of new-start ups when the value of the brand is significantly tied up in marketing;
• Assistance and representation provided for any food regulatory enforcement action by the Food Standards Agency (FSA) or Trading Standards authorities; including appeals of enforcement notices, interviews under PACE and defending prosecutions. Also assist in defending Advertising Standards Authority (ASA) complaints and adjudications.

We have experience working with clients across a range of key sectors. Our clients include:

• Food and feed processors;
• Restaurants and caterers;
• Smaller start-up companies through to International branded food and beverage companies

Please see our food and agribusiness blog for regular updates.