Abstract
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.
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