U.S. Moves to Allow Health Messages on Food Labels

The Reagan Administration, in a reversal of longstanding federal policy, moved today to let the food industry print health-related messages on the labels of food products.

Proposed new rules published for public comment would end a government ban on making claims of health benefits on food labels and packaging.

“We want to permit and in fact encourage science-based statements regarding the benefits of which classes of foods can provide,” Health and Human Services Secretary Otis R. Bowen said.

“An example might be: ‘Milk products are good sources of calcium, which is important in a balanced diet for strong bones,’ ” Bowen said in a statement.

But Bowen and other federal health officials said the new rules would prevent the use of unproven nutritional theories, claims that a particular product actually cures or prevents a disease and statements that were misleading.

“For example, the Food and Drug Administration would continue to take action against a vague unsubstantiated claim such as: ‘Brand X is recommended by experts as a way to prevent cancer,’ ” Bowen said.

To enforce its rules, the FDA has the power to levy fines, seek recalls and seize offending products.

The new rules would take effect after the deadline for public comment ends Nov. 2.

Among the groups petitioning the government for an end to the ban on health claims on food packages in 1985 was Kellogg Co., the Battle Creek, Mich., maker of breakfast cereals.

Kellogg set off controversy in the food industry in October, 1984, by printing on the boxes of several of its cereals a National Cancer Institute recommendation that a high-fiber diet “may reduce your risk of some kinds of cancer.”

To the industry’s surprise, the FDA took no action against the company despite a longtime ban on such statements.