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Uses and Potential Abuses of “Negative Claims” in the EU: The Urgent Need for Better Regulation

Published online by Cambridge University Press:  20 January 2017

Ignacio Carreño  and
Paolo Vergano
Ignacio Carreño
Affiliation:
FratiniVergano – European Lawyers, http://www.fratinivergano.eu
Paolo Vergano
Affiliation:
FratiniVergano – European Lawyers, http://www.fratinivergano.eu
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Abstract

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“Negative claims” can be defined as claims indicating that certain ingredients, nutrients or substances are not present in a foodstuff. Legitimate uses of regulated negative claims in the EU include some nutrition claims and “gluten-free” claims. Some EU Member States have legislated on “GM-free” claims. The article describes in more detail some cases (i.e., BPA-free, MSG-free, Aspartame-free and palm oil-free), where negative claims are used with an implied message that whatever is used instead of the often “demonised” substance is safer, healthier or greener. The article argues that EU and EU Member States’ legislators and regulators should ensure that consumers are not misled by astute marketing techniques that have no informative agendas, but simply aim at denigrating certain products in order to promote “free-from” products. This issue is particularly timely and important given the imminent application of the EU's Food Information Regulation and the additional costs that it will impose on the industry in the name of providing complete, reliable and evidence-based information to consumers.

Type
Articles
Information
European Journal of Risk Regulation , Volume 5 , Issue 4 , December 2014 , pp. 469 - 490
Creative Commons
Creative Common License - CCCreative Common License - BY
© Ignacio Carreño and Paolo Vergano 2014 This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Copyright
Copyright © Cambridge University Press 2014

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39 Id.

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50 LOI n° 2012-1442 du 24 décembre 2012 visant à la suspension de la fabrication, de l'importation, de l'exportation et de la mise sur le marché de tout conditionnement à vocation alimentaire contenant du bisphénol A, OJ of the French Republic (OJFR), 26.12.2012, text 2 of 154.

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52 Available on the Internet at: http://www.efsa.europa.eu/en/topics/topic/bisphenol.htm?wtrl=01 and http://www.efsa.europa.eu/en/press/news/140117.htm (last accessed on 15 November 2014).

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84 Food and Agriculture Organisation, 2009, ResourceStat, FAO statistical database on resources cited in: World Growth, Green Papers: Issue IV “Caught Red Handed: The Myths, exaggerations and Distortions of Greenpeace, Friends of the Earth and Rainforest Action Network, The Campaigns Against South-East Asia’s Poor, Mai 2010. Available on the Internet at: http://worldgrowth.org/site/wp-content/uploads/2012/06/WG_Green_Paper_Caught_Red_Handed_5_10.pdf (last accessed on 15 November 2014).

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86 Convention on Biological Diversity – Country Profile: Malaysia. Available on the Internet at: http://www.cbd.int/countries/profile/?country=my#status (last accessed on 15 November 2014).

87 Id.

88 Dr. Yusof Basiron (2012), Malaysian Responsible Palm Oil: Assuring Sustainable Supply of Oils & Fats Into the Future, presented at the Palm Oil Trade Fair & Seminar China 2012. Available on the Internet at: http://www.mpoc.org.my/upload/P4_TanSriDatukDr_YusofBasiron_POTSChina2012.pdf (last accessed on 15 November 2014).

89 Data retrieved from FAOSTAT: http://faostat.fao.org/site/567/DesktopDefault.aspx?PageID=567#ancor (last accessed on 15 November 2014).

90 Keith Boyfield, Dispelling the myths: Palm oil and the environmental lobby; Adam Smith Institute. Available on the Internet at: http://www.adamsmith.org/sites/default/files/resources/Dispelling-the-myths.pdf (last accessed on 15 November 2014).

91 See: World Bank, Forest area (% of land area). Available on the Internet at: http://data.worldbank.org/indicator/AG.LND.FRST.ZS (last accessed on 15 November 2014).

92 Orang-Utan Conservation Colloquium 2009, retrieved from “2009 Yearly Report Kinabatangan Orang-Utan Conservation Project”. Available on the Internet at: http://www.hutan.org.my/ (last accessed on 15 November 2014).

93 The IUCN Red List of Threatened Species: Pongopygmaeus (Bornean Orangutan). Available on the Internet at: http://www.iucnredlist.org/apps/redlist/details/17975/0/ (last accessed on 15 November 2014); Juliane Reinecke et al, Palm Oil Under Discussion: The Pros and Cons of an Agricultural Raw Material in Sustainable Food Production, June 2011. Available on the Internet at: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1856409 (last accessed on 15 November 2014).

94 Roundtable on Sustainable Palm Oil (RSPO) website. Available on the Internet at: http://www.rspo.org/file/rspo_palmoil_infographic_dec12.jpg (last accessed on 15 November 2014).

95 Available on the Internet at: http://www.ispo-org.or.id/index.php?lang=en (last accessed on 15 November 2014).

96 MSPO acceptance at international level a challenge to ministry, 3 April 2014. Available on the Internet at: http://www.theborneopost.com/2014/04/03/mspo-acceptance-at-international-level-a-challenge-to-ministry (last accessed on 15 November 2014).

97 UNEP World Conservation Monitoring Centre, “Poverty will make the Great Apes History”, 1 September 2005. Available on the Internet at: http://www.unep.org/Documents.Multilingual/Default.asp?DocumentID=452&ArticleID=4915&l=en (last accessed on 15 November 2014).

98 “Global Trade and Environmental Impact of the EU Biofuels Mandate” (2010). Study elaborated by the International Food Policy Institute (IFPRI) for the Directorate General for Trade of the European Commission. Available on the Internet at: http://trade.ec.europa.eu/doclib/docs/2010/march/tradoc_145954.pdf (page 64) (last accessed on 15 November 2014).

99 J.M. Van Zutphen et al. (2011). LCI comparisons of five vegetable oils as feedstock for biodiesel. Journal of Oil Palm & The Environment, 2:25-37.

100 Data from the UK Government Department of Transport. Available on the Internet at: http://www.dft.gov.uk/pgr/roads/environment/rt-fo/govrecrfa.pdf (last accessed on 15 November 2014). The UNEP study “Guidance on the Process for selecting alternatives to hcfcs in foams” is available on the Internet at: http://www.unep.fr/ozonaction/information/mmcfiles/7435-e-foam__.pdf (last accessed on 15 November 2014).

101 “The World Bank Group Framework and IFC Strategy for Engagement in the Palm Oil Sector”; World Bank and International Finance Corporation (2011). Available on the Internet at: http://www.ifc.org/wps/wcm/connect/159dce004ea3bd0fb359f71dc0e8434d/WBG+Framework+and+IFC+Strategy_FINAL_FOR+WEB.pdf?MOD=AJPERES (last accessed on 15 November 2014).

102 “Taking the pulse of the planet: connecting science with policy”, UNEP Global Environmental Alert Service (2011). Available on the Internet at: http://www.unep.org/pdf/Dec_11_Palm_Plantations.pdf (last accessed on 15 November 2014).

103 OJ 1990 L 276/40.

104 This definition is also found in point 2 of Annex I of the FIR.

105 Arguably, it could even be claimed that some consumers understand such claim as meaning that the product contains no fat or oil at all.

106 Wolfgang Voit/Markus Grube. Lebensmittelinformationsverordung, Kommentar, C.H.Beck 2013, Art. 7, 332-333.

107 Statement relating to “palm oil-free” logos by a DDPP (Directions départementales de la protection des populations) of 24 January 2013, later confirmed by the DGCCRF (Direction générale de la concurrence, de la consommation et de la répression des fraudes).

108 Version 2, November 2011. Available on the Internet at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/204320/Nutrition_and_health_claims_guidance_November_2011.pdf (last accessed on 15 November 2014).

109 Criteria for the use of the terms fresh, pure, natural etc. in food labelling (Revised in July 2008). Available on the Internet at: http://www.food.gov.uk/sites/default/files/multimedia/pdfs/markcritguidance.pdf (last accessed on 15 November 2014).

110 The opinion of the ALS (“ALS Stellungnahmen” in German) is available on the Internet at: http://www.bvl.bund.de/SharedDocs/Downloads/01_Lebensmittel/ALS_ALTS/ALS_Stellungnahmen_98_Sitzung_2011.pdf?__blob=publicationFile&v=2 (last accessed on 15 November 2014).

111 Mahy, Aude and Pauwels, Filip, “Chapter 4 Belgium” in Mahy, Aude and Pauwels, Filip (ed), Advertising Food in Europe (Berlin: Lexxion, 2014), p. 67 et sqq., at p. 104Google Scholar.

112 OJ 2006 L 376/21.

113 See Case C-362/88 GB-INNO-BM [1990] ECR I-667; Case C-238/89 Pall [1990] ECR I-4827; Case C-126/91 Yves Rocher [1993] ECR I-2361; Case C-315/92 Verband Sozialer Wettbewerb [1994] ECR I-317; Case C-456/93 Langguth [1995] ECR I-1737; Case C-470/93 Mars [1995] ECR I-1923) and, in particular, Case C-210/96 Gut Springenheide and Tusky [1998] ECR I-4657, paragraph 31.

114 Case C-303/97 Sektkellerei Kessler [1999] ECR I-513 paragraph 36.

115 Case C-220/98 Estée Lauder [2000] ECR I-117, paragraph 27.

116 Case C-30/99 Commission v. Ireland [2001] ECR I-4619, paragraph 32.

117 OLG Hamburg, IIC-RR 2010, 70, Gewerblicher Rechtsschutz und Urheberrecht, GRUR-RR 2010, 70.

118 Wolfgang Voit/Markus Grube. Lebensmittelinformationsverordung, Kommentar, C.H.Beck 2013, Art. 7, 146.

119 European Commission, DG Sanco, Guidelines for Making and Assessing Environmental Claims. Available on the Internet at: http://ec.europa.eu/consumers/cons_safe/news/green/guidelines_en.pdf (Last accessed on 15 November 2014).

120 The standard is available on the Internet at: http://www.iso.org/iso/catalogue_detail?csnumber=23146. Many countries use the standard as a basis to inform national codes and guidance, such as the UK Government in its “Green Claims Guidance” of February 2011.

121 Outline of a possible Community approach in the area of “Green Claims” - consultation document. Available on the Internet at: http://ec.europa.eu/consumers/cons_int/safe_shop/fair_bus_pract/green_pap_comm/studies/green_claim_en.htm (last accessed on 15 November 2014).

122 Wolfgang Voit/Markus Grube. Lebensmittelinformationsverordung, Kommentar, C.H.Beck 2013, Art. 7, 135.

123 Position “L’ANIA déconseille le recours aux communications pejoratives”, ETIQ 12-1011 of October 2012. Available on the Internet at: http://www.ania.net/ (last accessed on 15 November 2014). ANIA is the acronym for the French Association Nationale des Industries Alimentaires. ANIA's mission includes keeping consumers duly informed and ensuring that conditions of fair competition are met, while it is fundamental that good communication practices are established and respected by operators.

124 Definition extracted from the Larousse Online Dictionary: “Pejorative: That tends to depreciate or denigrate the person, object or concept it refers to”.

125 Article 1382 of the French Civil Code. Jurisprudence has established that three cumulative conditions must be met in order to find “denigration”, i.e.: (i) a company, a group of companies or a sector is identified or identifiable as the target of a malicious critique; (ii) the message is transmitted by any public communication channel; and (iii) the message carries a critique which discredits products or services, and is capable of harming others and/or to capture or divert consumers.

126 The FIR defines “field of vision” as “all the surfaces of a package that can be read from a single viewing point” (Article 2 point 2 (k)).

127 OJ 2013 L 354/1.

128 Proposal for a Regulation of the European Parliament and of the Council on the provision of food information to consumers, 30 January 2008, COM/2008/40 final. See also: Martin Holle, Nutrition Policy in the European Union, Wageningen Working Papers in Law and Governance, Law and governance group 2014/03, p. 37.

129 COM/2007/279 final.

130 COM/2008/40 final, p. 2.

131 COM/2007/279 final, pp. 5-6.

132 A new nutrition claim proposed by the European Commission, where appropriate, after consulting the EFSA, may be blocked by the European Parliament and the Council. The European Commission may involve interested parties, in particular food business operators and consumer groups, in order to evaluate the perception and understanding of the claims in question.

133 Wolfgang Voit/Markus Grube. Lebensmittelinformationsverordung, Kommentar, C.H.Beck 2013, Art. 36, 32.