Prevalence and Credibility of Nutrition and Health Claims: Policy Implications from a Case Study of Mongolian Food Labels

Abstract

Nutrition and health claims should be truthful and not misleading. We aimed to determine the use of nutrition and health claims in packaged foods sold in Mongolia and examine their credibility. A cross-sectional study examined the label information of 1723 products sold in marketplaces in Ulaanbaatar, Mongolia. The claim data were analysed descriptively. In the absence of national regulations, the credibility of the nutrition claims was examined by using the Codex Alimentarius guidelines, while the credibility of the health claims was assessed by using the European Union (EU) Regulations (EC) No 1924/2006. Nutritional quality of products bearing claims was determined by nutrient profiling. Approximately 10% (n = 175) of products carried at least one health claim and 9% (n = 149) carried nutrition claims. The credibility of nutrition and health claims was very low. One-third of nutrition claims (33.7%, n = 97) were deemed credible, by having complete and accurate information on the content of the claimed nutrient/s. Only a few claims would be permitted in the EU countries by complying with the EU regulations. Approximately half of the products with nutrition claims and 40% of products with health claims were classified as less healthy products. The majority of nutrition and health claims on food products sold in Mongolia were judged as non-credible, and many of these claims were on unhealthy products. Rigorous and clear regulations are needed to prevent negative impacts of claims on food choices and consumption, and nutrition transition in Mongolia.

Lessons for strengthening policymaking for obesity and diet‐related noncommunicable disease prevention: A narrative synthesis of policy literature from the Western Pacific Region

“…For example, SSB manufacturers in the Philippines responded to an SSB tax by introducing smaller serve sizes to lower the unit price and maintain consumption 83 . In Mongolia, food companies had not complied with new food standards restricting health claims because the standards did not provide enough specification on nutrition claims that were not permitted (e.g., nutrient criteria) 104 . Other ways food companies were undermining food environment policies included by intensifying marketing of unhealthy alternatives around schools (where sales and marketing of unhealthy foods were restricted within) 105 and by offering branded samples and marketing resources to medical 78 and educational professionals 106 .…”

“…83 In Mongolia, food companies had not complied with new food standards restricting health claims because the standards did not provide enough specification on nutrition claims that were not permitted (e.g., nutrient criteria). 104 Other ways food companies were undermining food environment policies included by intensifying marketing of unhealthy alternatives around schools (where sales and marketing of unhealthy foods were restricted within) 105 and by offering branded samples and marketing resources to medical 78 and educational professionals. 106 They were also reported to engage in philanthropy, for instance by providing critical school infrastructure 106 and "helping" communities.…”

“…88 In Mongolia, food regulations mandating a substantiation of health claims did not provide requirements for that substantiation, and the credibility of those claims remained low. 104 Salt-reduction strategies in Samoa and Mongolia could not be fully implemented because regulations did not mandate sodium content labelling on foods, 107,108 though this was later corrected in Samoa 80 and corrections were underway in Vietnam. 80 A review of sodium-reduction strategies in Pacific Island Countries identified that implementation would have been improved if strategies were better integrated into other health campaigns and surveys.…”

Consumer 4.0 on the food market

“…For instance, in Canada the percentage has been calculated at 46% (Franco-Arellano et al, 2018), with the increase of front-of-pack (fop) nutrition claims on baby products of 31.4% to 86.6% between 2009 and 2017 (Elliott, 2019). In turn, in Lithuania only 15.7% of products contain NCs (Murniece and Straumite, 2014), whereas in Mongolia this is true for only 10% of products (Chimedtseren et al, 2020). As far as bakery products are concerned, claims are present on 56.3% of 1565 of these in New Zealand (Al-Ani et al, 2016), and 59.6% of bread in Lebanon, with 32.5% representing NCs and 15.3% HCs (Bou-Mitri et al, 2020).…”

“…The more consumers value a healthy lifestyle and a healthy diet, the greater their intentions to purchase claim-bearing products (Bower et al, 2003), and, accordingly, the greater their confidence in NHCs themselves (Russo France and Fitzgerald Bone, 2005). However, the credibility of claims may be very low (Chimedtseren et al, 2020). For instance, Klopcic et al (2020) have shown that only 30% of respondents trust claims.…”