Misleading health claims on foods
AS Fiji grapples with alarmingly high incidences of NCDs, more people are realising that these issues occur as a result of unhealthy eating habits. As a consequence, a certain segment of the consumer sector is increasingly vigilant about the food they consume, seeking products that promise wellness and vitality.
However, amidst the myriad of options lies a deceptive landscape where false health claims propagated by certain producers and food manufacturers often lead consumers astray.
This feature article aims to delve deeper into the prevalence and impact of these misleading health assertions.
The prevalence of misleading health claims is a multifaceted issue, driven by various factors including profit motives, inadequate regulation, and consumer vulnerability.
Food producers, eager to capitalise on the booming health food market, at times resort to embellishing their products with misleading labels to appeal to health-conscious consumers.
Whether it’s a sugary snack labelled as “all-natural” or a processed meal marketed as “heart-healthy,” these claims create an illusion of healthfulness, disguising the true nutritional content of the products. Other products are sometimes adorned with buzzwords like “natural,” “organic,” or “low-fat,” can mislead consumers into believing they are making healthy choices when, in reality, they may be doing the opposite.
Here are some commonly used buzzwords that food producers often employ to convey the healthiness of their products, along with what consumers should know about them:
Ingredient buzzwords
Natural: while this term suggests a product is free from synthetic ingredients, it doesn’t necessarily equate to being healthy. “Natural” foods can still be high in sugar, sodium, or unhealthy fats.
■ Organic: foods labeled as organic are grown without synthetic pesticides or fertilisers, which can be a positive indicator of healthiness. However, it’s important to note that organic doesn’t guarantee nutritional superiority or absence of unhealthy ingredients.
■ Whole grain: products labeled as whole grain contain all parts of the grain kernel, offering higher levels of fiber and nutrients compared to refined grains. However, this does not necessarily mean that the food does not contain other additives.
■ No [undesirable ingredient]: claims like “no high fructose corn syrup” or “no artificial flavors” can be reassuring, but it’s essential to focus on the overall nutritional composition of the product rather than just the absence of specific ingredients.
■ Fortified/enriched: foods labelled as fortified or enriched have added vitamins and minerals, but this doesn’t necessarily indicate the overall nutritional value of the product. Consumers should consider the full nutritional profile.
■ Antioxidants: while antioxidants can have health benefits, the quantity and type present in a product matter. Simply being labelled as containing antioxidants doesn’t guarantee significant health benefits.
■ Superfood: this is a marketing term rather than a scientific classification. Just because a food is labeled as a superfood doesn’t mean it’s a miracle cure for health issues. It’s essential to assess its nutritional content and how it fits into an overall balanced diet.
Benefit-oriented claims
■ Low in [unwanted nutrient]: claims like “low-fat” or “low-sugar” can be positive, but consumers should also consider the overall nutrient profile and portion sizes.
■ Good source of [nutrient]: statements such as “good source of fiber” or “excellent source of calcium” can provide helpful information, but it’s important to remember that portion size and other nutritional factors also play a role in overall healthiness.
■ Boosts immunity/energy/metabolism: claims related to boosting immunity, energy, or metabolism are often vague and lack scientific backing. Consumers should approach such assertions with skepticism.
■ Supports heart health/digestion/ weight management: similar to the above, broad claims about supporting various aspects of health should be met with caution, as they may lack scientific evidence.
General health halo
■ Natural flavors/colours: while natural flavors and colours may sound healthier than artificial ones, they don’t inherently guarantee better nutritional quality.
■ Made with real fruit/vegetables: while a product may contain real fruit or vegetables, it’s essential to check for added sugars or other ingredients that may offset potential health benefits.
■ Family-friendly/wholesome: claims like “family-friendly” or
“wholesome” often appeal to emotions but provide little information about the actual nutritional content of the product. Consumers should look beyond such marketing tactics and focus on objective nutritional information.
The various forms of sugar present in food Syrups
■ High-fructose corn syrup (HFCS): this is a major culprit and a highly processed sweetener derived from corn starch. It’s often cheaper than sugar and blends well, making it popular in processed foods and beverages.
■ Agave nectar: often marketed as a healthier alternative, agave nectar is still a concentrated source of fructose, a type of sugar.
Other sweeteners
■ Brown rice syrup: made from brown rice starch, this syrup has a slightly lower glycemic index (GI) than sugar but still provides a significant sugar hit.
■ Molasses: a dark syrup derived from sugar cane processing, molasses adds sweetness and a distinct flavor, but it’s still a form of sugar.
■ Honey: a natural sweetener from bees, honey contains a mix of fructose and glucose (another type of sugar). While it has some health benefits compared to refined sugar, it still raises blood sugar levels.
■ Evaporated cane juice: sounds healthy, but this is just sugar cane juice boiled down to a syrup form.
■ Fruit juice concentrate: while containing some vitamins and minerals from fruit, concentrated juice is high in sugar and can be misleading on labels.
Sugar alcohols
These are a different category but worth mentioning. Sugar alcohols, like sorbitol and xylitol, are not fully absorbed by the body and have fewer calories than sugar. However, they can cause digestive issues in large amounts.
Remember: Even if an ingredient sounds fancy or natural, if it ends in “ose” (like sucrose, fructose, maltose) it’s a form of sugar.