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Guidance Note 29 The Use of Food Marketing Terms

Wednesday, 20 May 2015

Foods you buy should be accurately and truthfully described and labelled.

It is recognised that the marketing of food is essential for business development in the food industry and that marketing terms are designed to resonate with consumers. However, when marketing terms are used incorrectly, they have the potential to mislead. Consumers should be confident that the foods they buy are accurately and truthfully described and labelled.

This document sets out guidance for food manufacturers, retailers and food service businesses

to assist in the responsible use of marketing terms when placing their products on the

Irish market to ensure they convey clear meanings and are not misleading to consumers.