In 2007 new legislation (Regulation 1924/2006) came into effect in the European Union (EU) and its effects will dramatically change the marketing landscape for health claims in foods and drinks. In general there is broad support for the regulation within the industry, with consumers and manufacturers recognizing the benefits it will bring in terms of greater consumer protection and an improved regulatory framework. However, major criticisms of the process for putting the legislation into effect have emerged. The new legislation is changing the “rules of the game” for marketing products featuring nutrition and health claims in Europe and adapting to these changes will be crucial. Food and drinks companies need to ensure they are in a position to update their marketing messages not only to account for the additional science required to pass regulatory requirements, but critically to start to re-engage consumers whose trust in these products is low. ‘Navigating Health Claim Regulation in Food and Drinks: Making substantiated claims in a changing regulatory environment’ is a new report published by Business Insights that examines the many challenges facing companies due to regulations. From corporate and marketing strategy down to tactics for marketing individual products, this report analyzes and gives advice on how marketers should be responding to threats and identify the opportunities associated with the new regulations.
Published: May 2009 - Global. |
