Honesty is the best policy

06th February 2014 - Fine Cut

When it comes to marketing, some may be tempted to make ambiguous claims that are not necessarily wrong, but are designed to mislead consumers ever so slightly into believing your product may be better, tougher, faster, longer-lasting or less-fattening than it really is.

However, the practice is ill-advised, as savvy customers not only are likely to see through your ploy, but also may become irritated when they realise you were trying to pull the wool over their eyes.

The Daily Targum reports how Dr Joshua Miller, chair of the Nutritional Sciences Department at the state university of New Jersey Rutgers, has spoken out against misleading nutritional labels. 

"Right now, some products are labelled as whole wheat when there is really only a small amount of it in the food and that's misleading."

He has also claimed it may be time to adopt more familiar metrics and get rid of information that is perhaps a little out of touch with modern day science, in light of recent research.

The US Food and Drug Administration is accordingly planning to revise how information appears on food labelling so that it is less confusing and not misleading. Ways to address this may be to reconsider the size and positioning of labels on packages, making them larger and more user-friendly.

Another example of how mislabelling can cause problems is with the branding of products being 'natural', when that may not entirely be the case.

According to reports, US products that are full of artificial ingredients and chemicals are able to make it onto shop shelves with the stamp, despite the fact this may be far from the truth, Agence France Presse reports.

Lawyer Stephen Gardner from the Center for Science in the Public Interest explained: "There are just too damn many 'natural' lawsuits," adding that he believed there have been around 50 in the past ten years alone.

"It only scratches the surfaces of the number of companies that are making these claims. We keep coming across them."

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