Heath claims are those which refer to a relationship between a food or ingredient and health. Health claims may only be made if they are listed as authorised in the EU register.

Marketers need to remember that the aim behind any change to the wording of an authorised health claim must aid consumer understanding of the claim. This is not the same thing as making the wording more appealing to the consumer.

The Committee of Advertising Practice cover this subject in more detail on their website.