Within the European Union, a new one has taken effect Regulation on nutrition and health claims in food labeling. It can be expected that the regulation will be incorporated into the EEA Agreement in the coming months.
Until then, Icelandic rules will continue to apply. In Iceland, the ingredients of foodstuffs may only be claimed if they are authorized in the relevant regulations or if a permit for such has been obtained from the Food Administration (www.mast.is).
In the run-up to the enactment of this regulation, Matís took part in a Nordic project where the aim was for the Nordic countries to present 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. A peer-reviewed article has now been published which explains the results of the consumer research. The article is called Perception of Health Claims Among Nordic Consumers and is published in the Journal of Consumer Policy and can be accessed here.
For further information Emilia Martinsdóttir.