The FSA is to consider a study into consumers' understanding of health claims on food, after a review of previous research showed they confused many people.
Consultancy EdComs was commissioned to do the work in the light of the EU's new health claims regulation, which came into force on 1 July. It found many shoppers struggled to understand claims, with levels of comprehension affected by factors including sex, ethnic origin and education.
Consumers generally did not see a clear distinction between nutrition, health and disease risk reduction claims. They were more likely to understand short and simple claims.