Avoiding Misleading Food Labels: Spotting Marketing Tricks
Navigating the supermarket aisles can feel like traversing a minefield of marketing ploys. Food manufacturers often employ clever tactics to make their products seem healthier or more appealing than they actually are. By understanding these strategies, you can become a more informed consumer and make choices that align with your health goals. This guide will equip you with the knowledge to spot misleading food labels and see through the marketing hype.
Common Mistakes to Avoid
Trusting the front of the pack without reading the nutrition information panel: The front of the pack is prime real estate for marketing, so don't let it be your only source of information.
Ignoring serving sizes: Always check the serving size to understand the actual nutritional content you're consuming.
Assuming 'natural' always means healthy: 'Natural' is a loosely defined term and doesn't guarantee a product is good for you.
Falling for health halos: Don't assume a product is healthy just because it contains one healthy ingredient.
Recognising Vague and Ambiguous Terms
Food labels often use vague and ambiguous terms that sound appealing but lack concrete meaning. These terms are designed to create a positive impression without providing specific information. Learning to identify these terms is the first step in avoiding misleading labels.
Examples of Vague Terms
'Made with Real Fruit': This doesn't specify how much real fruit is used or what other ingredients are present. The product could contain mostly sugar and artificial flavourings with just a small amount of real fruit.
'Farm Fresh': This term implies the product is sourced directly from a farm and is therefore fresh and wholesome. However, it may not be the case. It could be processed and packaged far from a farm.
'Wholesome': This is a subjective term with no legal definition. It suggests the product is nutritious and good for you, but it doesn't provide any specific nutritional information.
'Artisan': This term suggests the product is made with traditional methods and high-quality ingredients. However, it's often used loosely and doesn't guarantee a superior product.
How to Spot the Trick
When you see these terms, don't take them at face value. Instead, look for specific information on the nutrition information panel and ingredients list. Ask yourself: What percentage of the product is actually 'real fruit'? Where was it actually made? The Foodlabel website offers resources to help you understand food labels better.
Identifying 'Halo Effects'
The 'halo effect' occurs when a single healthy ingredient or attribute leads consumers to believe that the entire product is healthy, even if it's not. This is a common marketing tactic that can be very effective at influencing consumer choices.
Examples of Halo Effects
'High in Fibre' Cookies: While fibre is beneficial, the cookies may also be high in sugar, fat, and calories. Focus on the overall nutritional profile, not just one positive attribute.
'Gluten-Free' Cake: Gluten-free doesn't automatically equate to healthy. The cake may still be high in sugar, fat, and processed ingredients.
'Made with Whole Grains' Cereal: Check the percentage of whole grains and the sugar content. Some cereals may contain only a small amount of whole grains and a large amount of added sugar.
'Added Vitamins' Soft Drink: The addition of vitamins doesn't negate the high sugar content and lack of other essential nutrients. Remember to check frequently asked questions if you have concerns about specific ingredients.
How to Avoid the Halo Effect
Don't let one positive attribute blind you to the overall nutritional value of the product. Always read the nutrition information panel carefully and consider all the ingredients. Remember that a product can be 'high in fibre' or 'gluten-free' and still be unhealthy.
Being Aware of Portion Size Manipulations
Food manufacturers often manipulate portion sizes to make the nutritional information appear more favourable. By reducing the serving size, they can reduce the amount of calories, fat, sugar, and sodium listed on the label.
How Portion Sizes are Manipulated
Unrealistically Small Serving Sizes: A bag of chips might list a serving size as '10 chips', which is unlikely to satisfy most people. This makes the calorie and fat content per serving seem lower than it actually is.
Multiple Servings per Package: A bottle of soft drink might contain 2.5 servings, but many people will consume the entire bottle in one sitting. This means they're consuming 2.5 times the amount of calories, sugar, and other nutrients listed on the label.
Misleading Visual Cues: Packaging can be designed to make a portion size seem larger or smaller than it actually is.
How to Avoid Portion Size Traps
Pay close attention to the serving size listed on the label and compare it to the amount you typically consume. If you eat more than one serving, be sure to multiply the nutritional information accordingly. Consider using smaller plates and bowls to help control your portion sizes. You can learn more about Foodlabel and our commitment to helping consumers make informed choices.
Questioning Claims About 'Natural' and 'Healthy'
The terms 'natural' and 'healthy' are frequently used on food labels, but they often lack clear definitions and can be misleading. It's important to understand what these terms actually mean (or don't mean) in the context of food labelling.
The Problem with 'Natural'
In Australia, there isn't a strict legal definition of 'natural' when it comes to food labelling. This means that manufacturers can use the term even if the product contains processed ingredients, artificial flavours, or other additives. A product labelled 'natural' may still be high in sugar, fat, or sodium.
The Problem with 'Healthy'
While there are some guidelines for using the term 'healthy' on food labels, they are not always strictly enforced. A product labelled 'healthy' may still contain unhealthy ingredients or be high in calories.
How to Evaluate 'Natural' and 'Healthy' Claims
Don't rely solely on the terms 'natural' and 'healthy' to determine whether a product is good for you. Instead, focus on the nutrition information panel and ingredients list. Look for products that are low in sugar, fat, and sodium, and high in fibre, vitamins, and minerals. Consider what Foodlabel offers in terms of nutritional analysis.
Looking Beyond the Front of Pack
The front of the pack is designed to grab your attention and entice you to buy the product. However, it often presents a simplified and potentially misleading picture of the product's nutritional value. To make informed choices, you need to look beyond the front of the pack and examine the nutrition information panel and ingredients list.
The Nutrition Information Panel
The nutrition information panel provides detailed information about the product's nutritional content, including calories, fat, sugar, protein, and sodium. Pay close attention to the serving size and the amounts of each nutrient per serving.
The Ingredients List
The ingredients list lists all the ingredients in the product, in descending order by weight. This means that the first ingredient listed is the most abundant ingredient in the product. Look for products with short ingredients lists and avoid products that contain a lot of processed ingredients, artificial flavours, and additives.
What to Watch Out For
Added Sugars: Look for ingredients like sugar, corn syrup, high-fructose corn syrup, and dextrose. These are all forms of added sugar that can contribute to weight gain and other health problems.
Unhealthy Fats: Look for ingredients like saturated fat, trans fat, and hydrogenated oils. These fats can raise your cholesterol levels and increase your risk of heart disease.
Sodium: Limit your intake of sodium to help lower your blood pressure.
Consulting Reliable Sources for Information
With so much conflicting information available, it can be difficult to know who to trust. Consulting reliable sources of information is essential for making informed food choices.
Examples of Reliable Sources
Government Health Organisations: The Australian Department of Health provides evidence-based information about nutrition and health.
Registered Dietitians: Registered dietitians are qualified health professionals who can provide personalised nutrition advice.
Reputable Nutrition Websites: Look for websites that are based on scientific evidence and are free from bias.
Foodlabel: We aim to provide clear and accurate information to help consumers navigate the complexities of food labelling.
By being aware of these marketing tricks and consulting reliable sources of information, you can make informed food choices that support your health and well-being.