Can you trust that ‘healthy’ label? How Europe regulates health claims on food

Next time you’re strolling down the supermarket aisle, you might spot a product that claims to “support normal immune function” or “reduce tiredness and fatigue.” It can be difficult to tell whether we should trust these health claims or if they’re just clever marketing tricks.

Many of us want to make healthy choices, but we don’t always have the time to check every food label. That's why bright, colourful labels that say a food is healthy can make us more likely to choose it.

But are these claims backed by science? And who decides what labels go on the packaging? Being an informed shopper is key to making good decisions, so let’s explore how health claims are approved in Europe and what they really mean.  

What are health claims?

A health claim is any statement on a food or supplement suggesting that the product provides a health benefit.¹

Food health claims are intended to inform and help consumers. But they’re also there to help the company sell more of the product. You might have noticed that health claim labels appear on some foods but not others. For example, a regular orange, naturally rich in vitamin C, is never labelled with a health claim, even though it could be. Whole and unprocessed foods are not marketed with health claims, while processed foods and supplements often are. That is because food companies want their processed foods like yoghurts, cereals, and supplements to stand out in a competitive market. When people see a health claim on a product, they might be more likely to buy it. Health claims can have huge marketing value, so for that reason, they must be carefully assessed for their efficacy. 

There are three types of health claims in Europe.²

• Function health claim: These describe how a food or supplement supports growth or bodily function. For example: “Contributes to the normal function of the heart.”
• Risk reduction claim: These suggest how a food or supplement may help lower the risk of developing a disease. For example: “Sugar-free chewing gum helps neutralise plaque acids.” 
• Claims referring to children’s development: These relate to nutrients necessary for children’s growth. For example: “Vitamin D is needed for the normal growth and development of bone in children.”

Who decides on health claims?

In Europe, health claims on food labels aren’t just made up by marketing. The European Food Safety Authority (EFSA) is responsible for assessing and approving these claims.³ They have a strict process to ensure these claims are backed by science. EU legislation has been in effect for over ten years to prevent misleading information and stop companies from using false health claims.⁴

Health claims must be authorised before they appear on food labels to protect consumers from being misled. Out of the thousands of health claims sent in by companies to the EFSA since 2007, only about 260 have been approved.⁵ That shows how high the standards are. Here are some examples of regulated health claims you might have noticed on products you buy in the supermarket:  

• Some breakfast cereals are fortified with iron and contain the health claim “Iron contributes to the reduction of tiredness and fatigue.” 
• Some yoghurts and yoghurt drinks have the health claim “Calcium is needed for the maintenance of normal teeth and bones.” 
• Some olive oils have the health claim “Olive oil polyphenols contribute to the protection of blood lipids from oxidative stress.” 
• Some products containing dried prunes may use the health claim “ Dried prunes contribute to normal bowel function.”

How are health claims approved?

When a food business wants to use a health claim, it first submits the claim to the European Food Safety Authority for approval. They decide whether the health claim is beneficial by looking at research and checking whether there is enough scientific evidence to prove it.

The European Food Safety Authority focuses on three things when assessing food claims.¹

1. Is the food or ingredient properly defined? For example, it would not be accurate to say that all dairy products are good for weight reduction, but it might be acceptable to say that a non-fat, unsweetened yoghurt could help with weight management. 
2. Can the health claim be measured? The EFSA checks if there is enough evidence to prove the health claim. For example, can they prove that this unsweetened yoghurt is lower in calories and can assist with maintaining a healthy body weight? Is it measurable? 
3. What's the scientific evidence? Finally, they look at the proof and research to make sure the health claim is true and can be trusted.

It’s important to know that health claims must be specific and clear. Companies can use more user-friendly wording on labelling and advertising, but only if it’s backed up by science. The EFSA has guidelines and might suggest better words to explain what the science shows. 

For example, “Boosts your immune system” is not the same as “Vitamin C contributes to the normal function of the immune system.” The first claim is strong and may encourage more sales, but it’s also vague and hard to measure, so the EFSA won’t allow it. 

Evaluation, verification and oversight are all essential steps for certification and food packaging regulations in Europe.

What about health claims on supplements?

It’s not just food that comes with health claims — dietary supplements have them too. Supplements are concentrated sources of nutrients. They are often sold in the form of pills or capsules. These supplements on supermarket shelves are sometimes labelled with promising health claims. For example, the label on a bottle of fish oil capsules might highlight that EPA and DHA ( eicosapentaenoic acid and docosahexaenoic acid are types of healthy fat found in oily fish) “contribute to the normal function of the heart.”

Under EU law, all supplements must indicate the following.⁶

• The names of the categories of nutrients
• The portion of the product recommended for daily use
• A statement mentioning that food supplements should not be used as a substitute for a varied diet
• A statement that mentions that products should be stored out of reach of young children

Despite all the disclaimers, health claims on food supplements can be very persuasive. The suggestion that a product might help lower blood cholesterol or support the maintenance of normal bones can grab our attention. But it’s important to know that not everyone needs these supplements, and it’s also wise to consult a doctor before adding them to your diet. 

Looking beyond the claim

Food packaging rules and health claims are supposed to help people make better choices. It’s good to know that the EU is checking these health claims, but we should always remember that food companies also use them to make their products more appealing. 

A 2024 European Parliament report about health claims noted that consumers are often drawn to products with health labels. It’s also known as “the halo” effect.⁷

What is the “health halo” effect? Consumers often believe a product is healthier because of certain healthy claims or marketing. For instance, food labelled as “high in vitamin D” may be assumed to be a healthier choice, even if it contains high levels of salt or other unhealthy ingredients. The health halo effect can influence consumer choices, sometimes leading to the selection of products that are not that healthy.

A regular orange has far more vitamin C and nutritional value than a citrus-flavoured drink with a “high in vitamin C”  and “no added sugar” label. Still, people might reach for the drink because of the health label. It can also cause people to consume more of the nutrient-rich drink than they might need. 

But even if a product doesn't have sugar, it might still contain sugar substitutes and sweeteners like aspartame, which could cause other health problems. The World Health Organisation recommends reducing our use of non-sugar sweeteners, as they may cause other diet-related diseases.⁸

Read more about sugar and sugar alternatives here.

It’s important to know that one positive health claim doesn’t always make the whole product healthy. A product that “supports your immune system” may still be high in sugar, so be aware that the most flattering facts can often distract from less-appealing nutritional facts. 

Practical shopping tips

Here are a few tips to help you make smarter choices when you shop. 

• Read the whole label: A good health or nutrition claim is a start, but make sure to check for hidden unhealthy ingredients. Sugar, salt, and fat might also appear under different names, such as palm oil, sodium nitrate, and maltose. 
• Don’t be tricked by healthy-sounding products: Just because something is labelled as “low-fat” or “natural” doesn’t always mean it’s healthy. Always check the labels to ensure they contain real ingredients and avoid products that are ultra-processed or packed with additives. 
• Choose unprocessed foods: If you want to increase your fibre intake or vitamins and minerals, try whole, unprocessed foods instead. Fruits and vegetables are more likely to have better nutritional value without additives or surprise ingredients. 
• Use the EU register: If a claim sounds unclear, or too good to be true, such as “burns fat faster,” you can check it out on the EU register of Nutrition and Health Claims.⁹ You can search all claims and see which ones were approved, rejected, or are still under review.

Final thoughts 

Health claims on European food packaging are backed by science. Even though a claim is scientifically supported, it doesn't always mean the entire product is healthy. These approved claims are helpful, but it’s wise to take another look before mindlessly grabbing the product with the colourful health label. Flip the package over and check for hidden sugars or fats in the ingredients. And always remember that whole, unprocessed foods don’t require health labels as they’re often the healthiest choice for our bodies. 

By understanding how the food labelling system works in Europe, you’re already one step ahead and can make better decisions without too much effort.