Signposts beat traffic lights, says industry

The Food and Drink Federation (FDF) has rejected traffic light labelling as ‘simplistic and potentially misleading to consumers’ in its response to the Food Standards Agency’s (FSA) signposting consultation. FDF set out the industry’s views in a detailed paper to the FSA consultation.

Martin Paterson, FDF Deputy Director General said: "Any traffic light type labelling scheme aimed at distinguishing certain nutrients in a food as high, medium or low is simplistic and potentially misleading to consumers. Such schemes do not offer additional information to consumers about what is in their food nor do they provide a guide to eating a balanced diet.

"The food industry is committed to helping consumers construct a balanced diet for themselves by appropriate use of labelling which is backed by consumer education. As FSA is aware, there is clear agreement across the food industry – both manufacturers and retailers – that signpost Guideline Daily Amounts (GDAs) are the most appropriate basis for providing improved nutrition information to consumers.

"FDF’s ‘Delivering on Our Commitments Report’ (September 2005) revealed that £15bn worth of manufacturers’ products will have GDAs on pack by end of 2006.

"This consensus on the use of GDAs enables companies to develop consistent, complementary approaches to providing prominent on-pack information, including on the front of packaging. A number of FDF members are launching such GDA based schemes."

According to Tesco, who are using the GDAs, other manufacturers, including Cadbury, Danone, Kelloggs, Nestle and PepsiCo have also adopted the scheme.