Labelling, claims advertising and marketing

We have expertise in food regulation, labelling, ingredients and advertising matters. Our experience covers a wide range of product types, with specialist experience in health and nutrition claims.

Labelling, advertising and marketing is key to a food's brand and reputation. If a claim is found to have misled consumers then there is the potential for adverse publicity and enforcement action, as well as commercial costs.

This may be a discrete issue within a single label or a review of an entire product range. We have experience in all food regulatory issues such as health and nutrition claims, comparative advertising and misleading descriptions. Additionally, we advise on interpretation of legislation and guidance requirements together with assistance and representation for regulatory enforcement action and dealing with Advertising Standards Authority complaints.

Our lawyers

Our specialist lawyers have experienced in the regulatory requirements for providing information to consumers on a wide range of food and beverage products.

Our experience

We have a very varied client base and are used to advising on a wide range of labelling and advertising issues, these cover:

  • Protected names;
  • Protected designations of origin;
  • Voluntary claims; including vegan, vegetarian, organic, welfare claims, farmhouse, fresh, 

As well as:

  • Nutrition claims; free-from, % reduced, added claims
  • Health claims and implied general health claims
  • Labelling and advertising on alcohol products
  • Food products aimed at specific sectors of consumers

Experience covers:

  • Advising during New Product Development, liaising with marketing and legal teams to ensure the appropriate legal name, labelling and advertising campaign is agreed upon;
  • General advice on labelling and advertising but also when there is a change such as a reformulation;
  • Assisting at importing new products into the UK/EU to ensure labelling and marketing compliance;
  • Advising private equity companies on the viability of new-start ups when the value of the brand is significantly tied up in marketing;
  • Assistance and representation provided for any food regulatory enforcement action by the Food Standards Agency (FSA) or Trading Standards authorities; including appeals of enforcement notices, interviews under PACE and defending prosecutions. Also assist in defending Advertising Standards Authority (ASA) complaints and adjudications.

Our clients

We have experience working with clients across a range of key sectors. Our clients include:

  • Food and feed processors;
  • Restaurants and caterers;
  • Smaller start-up companies through to International branded food and beverage companies

Legal resources you may find useful

Please see our food and agribusiness blog for regular updates.

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