Health claims: history, current regulatory status, and consumer research

During the past 13 years regulatory and consumer communications policies on health claims have been hotly debated and have evolved from a nonregulatory action policy by which health claims were written by manufacturers to one in which claims are carefully proscribed and legally allowed by regulatory agencies. Unfortunately, health claims are not used to full public health potential. This review examines the scientific literature to determine the most effective way to communicate health claims to consumers. The results of health claims studies suggest an evolution in consumer preferences: from complete non-product-specific information in the middle to late 1980s to shorter product-specific claims in 1995 and 1996. Comprehension research suggests that shorter health claims communicate most effectively. Related label research shows that effective messages suggest action, contain text, and graphics, and are placed on the front panel. In conclusion, effective health claims: Are concise Relate to a consumer need or task to be solved Appear on the front panel Combine text and graphics using color Provide an additional benefit beyond the label (e.g., increase the production and availability of more nutritious products and increase consumers' knowledge of nutrition and health).