Food Advertising “Must Not Mislead”

Press, Volume CVI, Issue 31224, 23 November 1966, Page 5

Food Advertising “Must Not Mislead”

People who are dissatisfied with the labelling or advertising of any food or drug are urged to discuss their problems with the Health Department. “It is an important principle that you are entitled not only to buy good quality food, but also to know exactly what you are buying,” says the latest issue of the departments publication, “Health.” “If you feel dissatisfied with the labelling or advertising of any particular food or drug, do not hesitate to discuss it with the food or drugs officers of the Health Department.” Misleading statements were the most serious offences in this field, stated the magazine. Examples were—use of the phrase, double strength, when there was no recognised normal strength; nonfattening, applied to starch-

reduced breads which had the same caloric value, weight for weight, as ordinary bread.

“The offence—deliberate or otherwise—would be that the label, or advertisement, would mislead the purchaser as to the nature or character of the food, “Health” added. The department also urges people to bring food defects to the attention of officials. “Reputable manufacturers want to produce a good product—their business depends on it,” the publication stated. “The important food firms have their own quality control, but even so, every year, large numbers of defective food items reach the consumers.

“There is obviously a need for the reputable manufacturer to work with the department and with the public in the protection of drugs and foodstuffs from contamination.