Why we say "contributes to" and not "helps against"
Our product pages say it again and again: contributes to the normal function of this, contributes to the maintenance of that. Sounds stiff. It is. And yet we choose it on purpose.
Health claims are tightly regulated
The moment you say a food or a pepper does something in your body, that's a health claim. In the EU that's only allowed with officially approved claims, set out in the claims regulation (Regulation (EC) No 1924/2006). The approved claims sit in a European register, each with its exact meaning and conditions.
An example of an approved claim: vitamin C contributes to the normal function of the immune system.
What isn't allowed
A product may not promise to prevent, treat or cure a disease. Only medicines can do that. So no "helps against colds" and no "protects you from flu". Claims that aren't on the list are off limits too, however convincing they sound.
| Allowed | Not allowed |
|---|---|
| Contributes to the normal function of the immune system | Helps against colds |
| Contributes to the reduction of tiredness and fatigue | Gives you energy all day |
| Contributes to the maintenance of normal hair | Makes your hair grow faster |
There are conditions
You can only use a claim if there's enough of the nutrient in the product. For vitamins and minerals in a pepper, that's at least 15% of the RI per daily dose. Some claims also come with a fixed daily amount, which then has to be stated. That's why you sometimes read a line like: with a daily intake of 250 mg.
In the Netherlands, the NVWA (the Dutch food safety authority) keeps an eye on this.
Why we keep it this way
We could spin a flashy story around it. We don't. We save on the marketing circus, and made up promises are part of that circus. We'd rather be boring and correct than exciting and untrue. What you personally need is something for your GP or a dietitian.
Who decides which claims are allowed?
The European Commission, based on assessments by the European food safety authority EFSA. Only claims with enough scientific evidence make the list.
Why is there sometimes an amount after a claim?
Because for some nutrients, the effect the claim talks about only applies from a certain daily amount. That condition is part of the claim.