Pictures, Vignettes, Logos

This information is in addition to the core labelling requirements.

Under Section 7 of the Consumer Packaging and Labelling Act, it is considered false or misleading to use any expression, word, figure, depiction, symbol or other device that implies that an ingredient is present when it is not, or that implies an ingredient is not present when it is present.

Ingredients that are not present in a food may not be illustrated on the label of the food or in an advertisement unless it is made clear that the ingredient is not a part of the food.

Note that qualifying statements or disclaimers cannot be used to correct a false or misleading statement or vignette. Some labels and advertisements use asterisks if they need to direct the consumer's attention to a statement in an obscure location. However, it is not acceptable to use this technique to explain that a featured statement or vignette is not exactly what it appears to be. It is acceptable to use asterisks to direct the consumer's attention to additional information which is not mandatory.

It is unacceptable to use partial truths to create a false impression concerning a food. This includes the failure to disclose the essential facts concerning the properties or composition of the food being advertised, particularly when emphasis is given to the more desirable characteristics or to expensive ingredients.

An erroneous impression may be created by illustrations as well as by words, which is why any pictorial representation of the product must accurately portray the product.

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