Misleading food labelling is too subtle to ban, says report
CHANGING misleading food labelling on sugary snacks such as Percy Pigs is not something that the Government can legislate for, the author of a major review of UK food policy has said.
Henry Dimbleby, co-founder of the Leon fast-food chain, said in an independent review published by the Government this week that food packaging is littered with “boasts” that are “wilfully misleading”.
Despite drawing particular attention to sweets such as Percy Pigs, which have an incredibly high processed sugar content yet say they are “made with fruit juice”, Mr Dimbleby has now revealed that there is no realistic way for legislators to stop it happening.
Writing in The Telegraph, the businessman and cookery writer said: “I can’t imagine any form of government regulation nimble enough to keep Percy Pig honest without imposing intolerable restrictions on the free market.
“This kind of marketing is so subtle that it is difficult to describe, let alone ban.” Instead, Mr Dimbleby suggested food firms took the lead in improving the marketing.
He added: “Most companies say they would prefer self-regulation. That’s fine, as long as they put their money where their mouth is. There’s no need to cancel Percy; just make an honest pig of him.”
Under imminent government rules
“buy one get one free” deals on unhealthy food will be banned along with restrictions on where foods high in fat and sugar can be promoted in stores.
Mr Johnson said the plans would help “reduce our health risks and protect ourselves against coronavirus”.