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Background. In food marketing, there is a trend towards artisanal, traditional “honest” food, and simultaneously to good looking, long lasting, multi-purpose food with a clean label. In addition, marketeers like to upgrade the image of the food, including the label, using various digital techniques. This can produce (un)intended non-conformities with the current food law on labelling, which in this review, refers to Regulation (EU) No 1169/2011 (European Union, 2011). Food and meat labelling have been subjected to increased regulation in the recent years, sometimes after scandals (horse-gate, food fraud), sometimes due to wishes of consumer organisations (nutritional information) and sometimes after the introduction of new types of ingredients (sweeteners, phytosterols, nanomaterials).
Scope and approach. This review provides information about food labelling. Some experiences gathered by food inspectorate personnel in practice, with reference to the literature data, positive aspects, main problems and trends are discussed.
Key findings and conclusion. Food labelling is a complex requirement, with the general demands written down in the harmonized regulation (European Union, 2011). Foods sold by e-commerce must also follow these same regulations. However, many food labels on the market show smaller and/or bigger deviations from the legal requirements, which should be appropriately addressed by the food manufacturers or packers, but also by the competent authorities. Even training of consumers seems to be needed, since all this information is, in the end, intended for consumers to aptly utilise.
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