Food manufacturers have been urged to be honest about the origin of their products following revelations that many are using fictional locations on their labels.
'Lochmuir Salmon,' and chicken from 'Oakham' or 'Willow Farm' are just a few examples of this deceitful marketing trend uncovered in an investigation by Which? Magazine.
Which? executive director Richard Lloyd said that this tactic can be used to create the illusion of a more personal shopping experience and make the food more desirable.
However, in an interview with which.co.uk, he called for manufacturers to stop misleading their customers in such a way.
He said: "Some of the labels commonly found on shop shelves, while not illegal, hide the real contents of a product or are confusing to customers. The food industry must do more to make sure people get what they think they're paying for."
Currently, only products with Protected Geographical Status (PGS), such as Stilton Cheese and Melton Mowbray pork pies, actually have to come from the location named on the label.
Aol.co.uk report that manufacturers were also guilty of finding gaps in labelling laws to make food sound more appealing than it actually may be.
For example, many are taking advantage of the fact that using the word 'flavour' instead of 'flavoured' means that they can get away with using artificial flavouring instead of using the actual ingredient.