Misleading claims on food labels are to be banned under European Union laws unveiled yesterday.

In an attempt to regulate the industry and inform consumers, the new proposals could outlaw claims such as "preserves youth" and "reduces stress".

Forum Response: Consumers' Association

Sue Davies, principal policy advisor, said: "There are vast numbers of products on the shelves promising health claims but it has always been impossible for consumers to distinguish between the real and the bogus.

"The proposals will tackle this confusion once and for all so that consumers will no longer be handing over money for products without the guarantee that they will deliver the health benefits they promise.

"We are pleased to see that limits will be set for the amount of fat, sugar and salt products claiming to be 'healthy' can contain.

"This is a great victory for consumers but it is only the first hurdle. We have a long way to go before we see these much needed changes on the shelves and we will continue to battle with all manufacturers who exploit consumers trying to buy healthier products."

Forum Response: National Consumer Council

A spokeswoman for the NCC told ePolitix.com: "What people want is clear, accurate and honest information.

"Consumers have told us that food logos and labels often leave them feeling bombarded and confused.

"This move to outlaw dubious and misleading claims about the health benefits of food products is long overdue."