Temptation versus deception
Temptation on food packaging can take many forms: attractive colors, illustrations of juicy fruit, a "fresh" or "natural" image, or suggestions of health. This in itself is permissible and even desirable; it helps products stand out in a crowded market and supports consumers in their choices.
However, deception occurs when packaging misrepresents the product's contents or properties. Examples include exaggerating health benefits, suggesting that a product is organic or sustainable when it is not, or using images of ingredients that are barely there. More subtle forms of deception also occur, such as minimizing allergen information, using suggestive colors or shapes that suggest higher quality or health, or emphasizing certain claims while understating other important information.
Both the Dutch Food and Consumer Product Safety Authority (NVWA) and the Belgian FPS Public Health oversee correct labeling. Misleading packaging can lead to warnings, fines, recalls and lasting reputation damage for brands.
The importance of trust
Consumer trust is the foundation of brand loyalty. A customer who feels misled is not likely to buy a product again and may share negative experiences on social media, causing lasting damage to the brand's reputation. At a time when information is shared globally within seconds, gaining and maintaining trust is essential.
Transparent communication about ingredients, provenance, method of production, nutritional value and allergens not only helps brands comply with legislation, but also strengthens the bond with consumers. Voluntary information, such as information on origin, sustainability certificates, or preparation advice, can offer consumers additional support in their choice. This simultaneously provides opportunities to positively position the brand, provided the information is honest and verifiable.
The pitfall of false or unauthorized claims
A common pitfall is the use of claims that do not comply with European legislation. These can be health claims such as "promotes immunity," nutrition claims such as "fat-free" or "sugar-free," or sustainability claims that have not been validated. Using these claims without proper substantiation can mislead consumers and lead to enforcement by authorities.
It is also important to pay attention to voluntary claims and labels, such as "gluten-free," "lactose-free," "organic," or "fair trade." While these are often positive for marketing, they must comply with specific rules and certifications. Incorrect or unverified labeling can lead to loss of consumer confidence and legal penalties.
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