In Iceland, statements about the ingredients of food may only be used if it is permitted in the relevant regulations or if a permit for such has been obtained from the Food Administration (MAST).
Before distributing foodstuffs labeled with claims, such as low-fat, low-cholesterol, low-calorie or other claims, check whether this is permitted. If an authorization is not found within the regulation, the declaration must be applied for to the Food Administration on special forms which can be found on the Administration's website, www.mast.is. Permission has been obtained for several claims in this country, which can also be seen on the MAST website.
Matís took part in a Nordic project where the goal was for the Nordic countries to come up with a common view on what kind of labeling would be allowed as "positive labeling". An opinion poll was conducted among Nordic consumers on health claims, how consumers understand them and on food labeling and how they affect marketing.
Matís conducted the survey in Iceland and interpreted the results as well as holding meetings with stakeholders, representatives of food companies and consumer associations. This autumn, a peer-reviewed article was published that explains the results of the consumer research. The article is called Perception of Health Claims Among Nordic Consumers and is published in the magazine Journal of Consumer Policy. The article can be accessed here.
Another article from this study was published in the journal Food Policy sem nefnist Impact of helath-related claims on the perception of other product attributes. The article can be accessed here.