0% fat free – and intensely good for you…

Cover Health related claims in Advertising are a pretty controversial issue – and the EU has recently brought forward new regulation to regulate these claims. But how effective is the proposed regulation? What impact, if any, does the regulation have on current advertising? And would it really clarify the claims for the consumer? The following article is looking just how much good intentions and how much results the new regulations are delivering:
Ross Brennan, Barbara Czarnecka, Stephan Dahl, Lynne Eagle, and Olga Mourouti: Regulation of Nutrition and Health Claims in Advertising, Journal of Advertising Research, Vol. 48, No. 1, Mar 2008, pp.57-70
Full details here

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