Spin versus fair speak in food labelling: A matter of taste? |
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| Authors: | Viktor Smith Peter Møgelvang-Hansen Grethe Hyldig |
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| Affiliation: | 1. Center for Language, Cognition and Mentality, Copenhagen Business School, Dalgas Have 15, DK-2000 Frederiksberg, Denmark;2. Department of Law, Copenhagen Business School, Howitzvej 13, DK-2000 Frederiksberg, Denmark;3. DTU Aqua, DTU Food, Department of Seafood Research, The Technical University of Denmark, Søltofts Plads, Building 221, DK-2800 Kgs. Lyngby, Denmark;4. FairSpeak Project, Copenhagen Business School, Dalgas Have 15, DK-2000 Frederiksberg, Denmark;1. School of Business Administration, University of Mississippi, P.O. Box 1848, Oxford, MS 38677, United States;2. Sam M. Walton College of Business, University of Arkansas Business Building 302, Fayetteville, AR 72701, United States;1. ETH Zurich, Department Health Science and Technology (D-HEST), Consumer Behavior, Switzerland;2. European Food Information Council, Brussels, Belgium;1. School of Psychology and Speech Pathology, Curtin University, Kent St, Bentley, WA 6102, Australia;2. South Australian Health and Medical Research Institute, North Terrace, Adelaide, SA 5000, Australia;3. University of Adelaide, Adelaide, SA 5000, Australia;4. Centre for Behavioural Research in Cancer, Cancer Council Victoria, 615 St. Kilda Road, Melbourne, VIC 3004, Australia;5. Early Start Research Institute, School of Health and Society, University of Wollongong, Northfields Avenue, Wollongong, NSW 2522, Australia;6. Institute for Physical Activity and Nutrition, Deakin University Australia, Locked Bag 20000, Geelong, VIC 3220, Australia;1. Discipline of Public Health, Flinders University of South Australia, Bedford Park, South Australia 5042, Australia;2. School of Public Health and Health Systems, University of Waterloo, Waterloo, Ontario N2L 3G1, Canada;3. Behavioural and Regulatory Analysis Section, Food Standards Australia New Zealand, Barton, Australian Capital Territory 2600, Australia;1. School of Psychology and Speech Pathology, Curtin University, Kent st, Bentley WA 6102, Australia;2. School of Health and Society, University of Wollongong, New South Wales, Australia;3. Deakin University Centre for Physical Activity and Nutrition Research, School of Exercise and Nutrition Sciences, Victoria, Australia;4. Cancer Council, Victoria, Australia;5. National Heart Foundation, Western Australia, Australia |
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| Abstract: | The article sheds new light on sensory elements in legal cases concerning misleading food labelling. It presents the findings of a qualitative review of 821 cases on misleading food labelling registered in 2002–2007 by the Danish food authorities. The cases show that sensory tends to be backgrounded by other arguments more easily verbalized. A taxonomy of the sensory dimensions of the cases is set up and different sensory aspects are analyzed in order to establish to what the extent and how sensory variables can be integrated into experimental setups for testing the misleading potential of food naming and labelling solutions with a view to promoting “fair speak” principles for in-store food-to-consumer communication. The study is part of the cross-disciplinary research project “Spin or fair speak – when foods talk” which aims at providing new knowledge, tools, and experimental evidence for self-regulation, public control, and innovation in food naming and labelling. |
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