The European Commission has passed a law meaning generic descriptors for food and beverage products which could be construed as health claims will only be allowed if they have been in use for more than 20 years.
The EC Regulation 907/2013 sought to clarify potential consumer confusion, saying: “To ensure a high level of protection for consumers, the use of claims should not be false, ambiguous or misleading. The same principle should apply for the use of generic descriptors (denominations) which could imply an effect on health.”
Companies using a generic descriptor (denomination) – which could refer to things like digestive biscuits and pre- or probiotics – for at least 20 years within an EU member state prior to the passing of this new regulation may apply for exemption from the ban.
