ACM demands clear claims in the food sector

The Dutch Authority for Consumers and Markets (ACM) is tightening its supervision of sustainability claims in the food sector. Companies are urged to review their claims and make adjustments where needed, before ACM begins enforcement.

Many claims still lack clarity

According to Edwin van Houten, Director of Consumers at ACM, food products are often promoted with all sorts of sustainability claims, labels, logos and certifications. "We see sustainability claims about environmental impact, but also claims relating to working conditions or animal welfare," he says. "It’s often unclear what exactly the claim means or what the logo stands for. That must change." Honest and clear claims are important for helping consumers make informed choices.

Guidelines offer clear ground rules

Companies are expected to review their claims against the Guidelines on Sustainability Claims, which were updated in 2023. ACM uses examples from the food sector to explain the five key principles. Claims must be clear, specific and complete, backed by facts, and kept up to date. Comparisons must be fair, sustainability ambitions need to be described in measurable terms, and visual claims must assist consumers rather than confuse them.

ACM to enforce compliance

ACM expects companies to actively verify their claims, whether on products, in advertisements or in stores. If claims fail to comply with consumer law, ACM may take enforcement action, for example by imposing a fine or an order subject to a penalty. Misleading claims can be reported to ACM ConsuWijzer.

acm.nl