Images and sample representations on food labels, advertisements and brochures will be subject to the same scrutiny as consumer-misleading terms.
The Ministry of Agriculture and Forestry has updated the “Turkish Food Codex Food Labeling and Consumer Information Regulation Guide,” which includes the rules that food businesses must comply with.
In the guide, arrangements were made for the basic visuals of food packaging.
Accordingly, it was assessed that the pictures and sample representations used on food labels, advertisements, brochures and internet pages may be more effective on consumers than the name of the food and other explanatory expressions. In this context, the pictures and representations in question will be subject to the same scope of examination and control as terms and expressions that mislead the consumer.
Background images and images shall be in a manner that does not mislead the consumer regarding the type, composition, quality or origin of the food.
The actual image of a food ingredient cannot be used on the label of a food that uses flavoring instead of food ingredients in its production. It must be written in the field of view that the food is flavored.
In order for real images to be included on the labels of products such as fruits, vegetables or spices, the products in question will need to be the ones providing the taste rather than the aroma.
For example, in a food that contains strawberries or peaches, or where more flavorings are used than these fruits, the image of strawberries or peaches cannot be prominently displayed.
According to special legislation, even if the food name includes the word “flavoured”, if the product contains more fruit, vegetables and spices than flavoured, the real food image can be used.
REGULATION OF THE USE OF THE TERM “NATURAL”
For foods that do not have some stages of production carried out by hand, the term “handmade” will only apply to the stage of production that is carried out by hand.
For example, if a producer does not knead the dough by hand but rolls out the phyllo dough by hand, the term “handmade” can be used. However, if some processes in stuffed vine leaves are done by hand but the wrapping process is done by machine, it would not be correct to use this term.
The guide also includes a regulation regarding the use of the term “natural”. Dairy products that do not contain any ingredients other than the cultures and enzymes required for production, and that are plain or unflavored, will be defined as “natural”. In this context, dairy products such as yogurt and kefir will also be considered “natural”.
However, expressions such as “100 percent natural”, “real natural”, “genuine natural”, “most natural” cannot be used.
OPTIONAL INFORMATION ABOUT GLUTEN
According to the guide, the term “daily” will only be used in foods with a shelf life of 24 hours. If this term is used, the production date will be mandatory in accordance with the regulation. The term “daily” will not be used in pasteurized drinking milk.
Expressions such as “real honey”, “real fruit/fruity”, “real Maraş Ice Cream”, “real chocolate” or “real flavor” cannot be used to emphasize the food group, name or ingredients.
In order to inform individuals with gluten intolerance, declarations regarding this substance in all food groups within the scope of the Turkish Food Codex have also been regulated.
If the amount of gluten in food sold to the end consumer is at most 20 particles (ppm), expressions such as “gluten-free”, “does not contain gluten” or “does not contain gluten” can be used.
In addition to these statements, the phrases “Suitable for individuals with gluten intolerance” or “Suitable for celiac patients” may also be included.
If the specially produced product contains a maximum of 20 ppm gluten when sold to the end consumer, there will be no problem in using the phrases “Specially formulated for individuals with gluten intolerance” and “Specially formulated for celiac patients”.
Upon the consumer's request, the operator will provide information on the ingredients in the food served to the consumer in public consumption areas. Information on allergens, alcohol and pork-derived ingredients will be included if they are present in the food's composition.
