Abstract: . . .  generic claim stating it as fact. The substantiation of claims will suffocate the industry – WRONG Scientific substantiation is the basis for ensuring truthful and meaningful information to consumers regarding the nutritional and health benefits of the food they buy. Some press reports have criticised the requirement for the substantiation of claims, claiming that this will stifle innovation and impede product development. They omit the fact that already today food industry researches intensively a food product on which a health claim is made. Specifically, . . .
. . .  general public or competitors to take action against advertising deemed misleading and covers all products and services. The proposed Regulation on claims aims to prevent misleading labelling and advertising regarding nutritional and health properties of foods, before it is used and then possibly contested.  . . .
. . .  and/or bring it before a competent administrative authority, which will either decide on the complaint or initiate legal proceedings. This legislation enables the general public or competitors to take action against advertising deemed misleading and covers all products and services. The proposed Regulation on claims aims to prevent misleading labelling and advertising regarding nutritional and health properties of foods, before it is used and then possibly contested.  . . .
. . .  it before a competent administrative authority, which will either decide on the complaint or initiate legal proceedings. This legislation enables the general public or competitors to take action against advertising deemed misleading and covers all products and services. The proposed Regulation on claims aims to prevent misleading labelling and advertising regarding nutritional and health properties of foods, before it is used and then possibly contested.  . . .
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