European consumers face increasing risks of being misled by a growing array of “confusing” and “misleading” food labels, asserts the European Court of Auditors (ECA).
According to the auditors, grocery shoppers often find themselves navigating a complex labyrinth of food labels, which, despite their intended purpose of providing clear information regarding food product content and properties, fall short of effectively guiding consumers.
The ECA calls for urgent improvements in EU food labeling regulations. It highlights “worrying gaps” within the current legislative framework that allow health claims to be made for products high in fat, sugar, or salt (HFSS).
The audit also raises concerns about unregulated health claims, particularly those associated with plant substances or “botanicals,” which frequently lack scientific backing, further deepening consumer confusion.
In addition, ambiguities in food labeling and overly cautious allergen declarations, along with the absence of a standardized EU definition for vegan and vegetarian goods, exacerbate these challenges.
ECA member Keit Pentus-Rosimannus emphasized, “Instead of bringing clarity, food labels too often create confusion; there are hundreds of different schemes, logos, and claims that people need to decipher.” He noted, “Companies can be very creative in what they put on packaging, and EU rules have not caught up with a constantly evolving market, leaving some 450 million European consumers vulnerable to intentionally or unintentionally misleading messages.”
Furthermore, front-of-pack nutrition labeling systems, such as Nutri-Score, NutrInform Battery, and Keyhole, lack harmonization throughout the EU, contributing to further confusion. In response to this issue, the European consumer rights group Foodwatch is advocating for the mandatory adoption of Nutri-Score across the bloc.
Nutri-Score labels evaluate the healthiness of food, rating from A (green, healthiest) to E (red, least healthy) for easier comparison. Audrey Morice, campaign manager at Foodwatch, stated, “Labels, however small, have a major impact on our consumption habits. They guide our choices and our health. There is no more time to lose: the Nutri-Score must be mandatory throughout Europe.”
Foodwatch also urges the European Commission to prompt member states to take action by implementing Nutri-Score at the national level.
Moreover, voluntary labels and claims—such as “antibiotic-free” or “natural”—often lack proper certification, adding to the issue of potential greenwashing. The ECA has expressed that current EU regulations are “unable to prevent” such practices.
Recently, French grocery chain Carrefour initiated a demand for suppliers to include Nutri-Score information on products available on carrefour.fr. The retailer has been applying Nutri-Score labels on its own-brand products since 2019 and plans to publicly identify manufacturers resisting this initiative on its website.
As the food and beverage industry evolves, it is crucial for regulations to keep pace to protect consumer interests effectively. Understanding food and drink consumer trends is vital for any business operating in the food and drink sector, enabling companies to navigate challenges and remain competitive in this complex market landscape.
