A recent study has revealed that many packaged food products in South Africa contain misleading health claims, often targeting children and consumers looking for healthier choices.
The findings, originally reported by Daily Maverick, highlight the urgent need for stricter regulations on food labeling to protect consumers from deceptive marketing.
The study, which analysed 6,768 packaged food products from six major grocery stores in Cape Town, uncovered several concerning trends:
- 80% of products would require warning labels under Draft R3337 due to high sugar, salt, or saturated fat levels.
- 59% of analyzed products contained child-directed marketing, including cartoons, colourful packaging, and promotions appealing to kids.
- 83% of products with health claims would still require a warning label, meaning they are not as healthy as they seem.
These findings suggest that many food products, particularly those marketed as healthy or suitable for children, are actually high in unhealthy ingredients.
Until Draft R3337 is implemented, South African food producers are not required to provide a Nutritional Information Panel on all packaged foods. This means that consumers often rely on marketing claims—such as “high in fiber” or “boosts immunity”—without knowing the full nutritional content of a product.
According to Safura Abdool Karim, a legal expert involved in the study, “Our packaged food supply is so unhealthy that the majority of foods currently on sale would carry a warning label. Without regulation, food producers have no reason to make their products healthier.”
How misleading claims influence consumers
The study found that many products use health-related marketing to attract consumers, including:
- Claims about vitamins and minerals (e.g., “high in calcium” or “boosts brain function”)
- Endorsements from health organisations that may not be strictly regulated
- Purity claims such as “organic,” “non-GMO,” or “no artificial additives”
While some of these claims may be true, they can create a false impression that a product is healthy—even when it contains high levels of sugar, sodium, or unhealthy fats. This type of “health-washing” can lead consumers to make poor dietary choices without realising it.
A growing concern: Child-directed marketing
The research also highlighted the widespread use of child-directed marketing on unhealthy products. Some common tactics include:
- Bright colours and cartoon characters
- Promotions linked to toys, games, or competitions
- Depictions of children enjoying the product
Shockingly, 78% of child-targeted products analysed in the study would require a warning label under the proposed regulations.
This suggests that many foods marketed to kids—such as cereals, snack bars, and fruit-flavored drinks—contain excessive amounts of sugar and unhealthy additives.
A need for stronger regulations
Countries like Chile and Mexico have successfully implemented front-of-package warning labels to help consumers make informed choices. South Africa’s Draft R3337 aims to introduce similar regulations, including:
- Mandatory warning labels on foods high in sugar, sodium, or saturated fats
- Restrictions on child-directed marketing for unhealthy products
- Stricter guidelines for health-related claims on packaging
However, the success of these regulations depends on their enforcement. “If regulations are poorly crafted, food producers may exploit loopholes or shift to unregulated marketing strategies,” the study warns. To be effective, regulators need a clear framework to measure compliance and hold companies accountable.
While we wait for stricter regulations, consumers can take steps to protect themselves from misleading food packaging:
- Read ingredient lists rather than relying on front-of-package claims.
- Look for whole, unprocessed foods whenever possible.
- Be skeptical of health claims—especially on products that are sweet, salty, or heavily processed.
- Educate children about marketing tricks so they understand how food companies try to influence their choices.
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