Illegal labels are rampant, but controls are scarce. We discuss this with Franca Braga of Altroconsumo.
Calling out fresh milk on the label, even when the valuable food is not there, is a deceptive business practice to consumers. On the milk sounding phenomenon, we collected the opinion of Franca Braga, head of Food and Health at Altroconsumo.
Milk sounding, appeal to the Jury
Deception exploiting the good name of fresh milk is widespread. In a few weeks, we reported two concrete cases to the IAP, Institute for Advertising Self-Discipline. The first is about Galatine candies, the second about melted cheese Slices of Milk. Pending dutiful censorship of the denounced advertisements, new cases of milk sounding are being recorded. The latest concerns Sangemini mineral water , whose advertisement suggests the false equivalence between drinking water and consuming milk or yogurt.
Illegal labels, the opinion of Franca Braga
The deceptive abuse of milk recalls has not escaped the attention of Italy’s premier consumer association. The Milk Slices case was already reported by Altroconsumo to the Antitrust Authority, but the Antitrust Authority did not follow up on your complaint…
It is a clear case, the name milk slice is misleading. We are talking about a processed cheese, with many ingredients and additives, which has nothing to do with fresh milk. Proposing it through reference to a nutritionally valuable food such as milk is absolutely incorrect.
Great Italian Food Trade also reported Galatines, candies whose advertisement reads ‘equivalent 80% fresh milk,’ while rather such are the sugars. A case full of other improprieties we reported to the Iap…
To write that Galatines contain 80 percent fresh milk is downright misleading. The aggravating factor is that it is candy, not exactly a must-have food in the diet. Writing these claims on the label like this to pass them off as a genuine product on par with fresh milk is a truly unacceptable practice.
In both cases, the communication seems aimed at making mothers believe that melted cheese and candy can be given to babies and children as milk substitutes. What do you think?
This seems to me very serious, because it is absolutely not true. It is a miscommunication and diseducational, because it turns children and young people away from proper eating patterns even before their parents do. Moreover, pushing to consume candy is never good; instead, it should be clear that these are products suitable only for occasional consumption. The same goes for melted cheese. Not that it hurts, but it certainly does not have the same nutritional value as fresh pasteurized milk.
What expectation do you, as Altroconsumo, have toward the Iap?
Over time we have had several reports accepted by the Iap. And these stories of Galatines and Milk Slices presented as equivalent to fresh pasteurized milk are very serious, absolutely misleading. It is hoped that Great Italian Food Trade’s reports and complaints will be given the attention they deserve.
Besides, these are frauds, how is a concentrated ingredient equivalent to fresh pasteurized milk?
It is absolutely misleading and diseducational. The name of the food and the claims on the front of the label are the ones that prompt purchase. Because people often do not even read the ingredient list, even though we always encourage them to do so. On the other hand, we cannot expect people to know everything, nor can we expect them to have the time and inclination to read everything all the time. Instead, we need to demand that those responsible for labeling abide by the rules, on designations and claims first and foremost.
What to add about the Sangemini water case? High-biological-value calcium equal to milk or yogurt, as the advertising claim says?
Again, advertising is not acceptable. The rules are there; we have worked for many years to have a clear and adequate regulatory framework. Now there is, the claims regulation is very clear in this regard. But it must be enforced, and sanctions must be applied.
(Dario Dongo and Marta Strinati)