NHS Health Scotland
Outcome Indicators


l. Labellling is available, understandable, consistent and accurate.


Consumers require accurate, standardized and comprehensible information on the content of food items in order to make choices [5]

Health claims of products must not mislead the public about nutritional benefits or risks [5]

Ensure accuracy, uniformity, and availability of product information in all advertising and promotion and on food labels [6]


Related actions from Route Map action plan - energy consumption (1.11, 1.15)
Producers, manufacturers and retailers should take a responsible approach to prioritising the clarity of health messages on food and drink packaging.

[Note: This action is further expanded within the Route Map in relation to the following]
labels identifying the salt, saturated fat and sugar content of products should be clear and easily understood by consumers who may not have high levels of literacy or health literacy.
the FSA's recommendations for front of pack labelling should be implemented consistently across products and retailers to minimise consumer confusion.

Ensuring simple, direct and consistent communication of what a lower energy, less energy-dense diet is for an audience that is more likely than not to be overweight.  Official guidance to the public on a healthy diet needs to provide easily understood practical advice about recommended total quantities and energy consumption, not just a healthy balance when portion sizes may be excessive.