BPOM: Food Label Claims Must Not Mislead Consumers

Transparency of information on food labels is a critical aspect of consumer protection. Consequently, business actors are prohibited from including claims that have the potential to mislead or create false perceptions regarding a product’s advantages compared to similar products.

The Director of Processed Food Standardisation at the Indonesian Food and Drug Authority (BPOM), Dwiana Handayani, stated that these provisions are regulated under BPOM Regulation Number 1 of 2022 concerning the Supervision of Claims on Processed Food Labels and Advertisements.

According to Dwiana, the regulation stipulates that producers are not permitted to include certain claims on labels if the claimed substance is not actually present in the ingredients or packaging used. She explained that these rules were established to ensure that the information received by the public remains accurate and does not influence consumer decisions through misleading perceptions.

Furthermore, BPOM prohibits claims that exploit consumer anxieties or those that could potentially encourage the improper consumption of processed foods. These provisions align with the mandate of Article 100 of Law Number 18 of 2012 concerning Food, which requires every food label to contain true, clear, and non-misleading information.

Public policy observer Trubus Rahadiansyah noted that the accuracy of information on product labels is a vital component of consumer protection. He emphasised that every statement provided by producers must be accountable and must not create false perceptions among the public.

“Information on labels must explain the contents that are actually present in the product or packaging. Consumers must not make decisions based on irrelevant or misleading information,” he said.

Trubus suggested that supervision regarding label claims needs to be continuously strengthened to foster healthy business competition and ensure the public receives objective information when selecting products. He added that clear regulations will help maintain a balance between the interests of business actors and consumer protection, while preventing marketing strategies that capitalise on public concerns regarding specific issues.