South Africa Takes a Bite Out of Misleading Food Labeling with Proposed Changes

The Department of Health in South Africa has recently gazetted a 238-page document for public comment, which will aim to make significant changes to the way food items are labelled on store shelves in the country. The proposed changes, known as the Regulations Relating to the Labelling and Advertising of Foodstuffs, will not only reinforce the existing rules for product packaging, such as ingredient lists and sell-by dates, but will also introduce new regulations for modern food advertising.

What's the Scoop

One of the changes being proposed is the prohibition of trendy terms such as “smart food” or “intelligent food”, along with descriptors like “wholesome”, “nutritious”, “nutraceutical” and “super-food”. Any logos, pictorials, or words implying that the food is better or superior in any way, including the name and trade name, will also be prohibited under the new rules.

The department also aims to crack down on other misleading claims on packaging, which includes restrictions on terms such as “grain-fed”, “grass-fed”, “Karoo lamb”, and “free-range”. These terms will have to be linked to an approved or registered protocol with the Department of Agriculture or regulated under the Agricultural Product Standards Act.

Words like “fresh”, “natural”, “pure”, and “quality” are still permitted, but this must be reflected in the ingredients. The regulations will also ban endorsements from celebrities, organizations, and medical practitioners, as well as claims of providing a nutritionally balanced diet.

One forward-thinking aspect of the regulations is that they are geared up for a generation of new products that may be replacing meat. As such, any product where the percentage of meat is less than 25% cannot contain the word “meat” in its name or description.

To address the high sugar and fat content in food, the department is proposing that these items come with warning labels. The mandatory front-of-package labelling (FOPL) must be present on any pre-packaged food that contains added saturated fat, added sugar, added sodium, and exceeds the cut-off values for total sugar, total sodium, or total saturated fatty acids. The FOPL must also be visible and cannot be covered by any other element.

Products that carry these labels may not be marketed to children, and may not make any energy, health, or nutrition claims. This could pose a significant issue for many South African favourites like potato chips and sodas, as well as the breakfast cereal market, which often has high sugar content and is directly marketed to children. Advertisers will not be allowed to abuse positive family values or omit undesirable aspects of a food’s nutritional profile.

Our Take

At SA Harvest, we believe that transparency in food labelling is crucial for the health and well-being of consumers. The proposed changes, although strict, are a step in the right direction towards creating a healthier food environment in South Africa. By providing clear information on what goes into our food, consumers can make informed decisions about what they eat and take control of their health. We hope that the public comments will be considered and that the final regulations will reflect the best interests of all South Africans.

The regulations are open for comment for three months, giving everyone the opportunity to have their say on these changes.