Brussels, Dec. 20 - The European Union Wednesday passed new rules on how companies can label and market foods, and on what vitamins and minerals can be added to foods for extra nutritional value.
The new rules for advertising, finalized by the European Parliament and national health ministers, will "allow E.U. consumers to be fully aware of what they are eating," European Health and Consumer Protection Commissioner Markos Kyprianou said. "They can no longer be duped by false or confusing assertions on food labels."
Under the new rules, companies will have to prove the truth of claims such as "reduces the risk of cardiovascular disease" before they can advertise their foods with these promises. The new rules will ban placing any such claims on alcoholic beverages.
The new rules also lay out strict criteria detailing when foods can be labeled "low fat," "a good source of protein," "reduced sugar" and similar assertions.
The European Commission also approved a list of which vitamins and minerals that can legally be added to foods, and set out minimum and maximum levels for these nutrients in food.
"Vitamins and minerals are an essential part of a healthy diet, but there is also the risk of having 'too much of a good thing'," said Kyprianou.
National governments will have to put the new rules into force within just under seven months. After that, some of the rules - such as the ban on health claims for alcoholic beverages - will come into force immediately. Others - such as the rules on what vitamins and minerals can be added to foods - won't take effect for three years. Labels which boast health benefits which are unproved, the commission said, may still be legally marketed in the E.U. for up to 15 years.