Does Your Product Match The Packaging?请问您的产品符合包装？

Submitted by JoAnn Hines 提交joann海因斯

The Prevention Institute, a nonprofit health advocacy group out of California, studied 37 heavily marketed foods with pictures of fruit on the packaging.预防研究所，一家非盈利性的健康宣传小组指出，美国加州研究37大量销售的食品与图片水果对包装。 Fifty-one percent of the products contained absolutely no fruit, a few had minimal amounts! 51 ％的产品中所载的，绝对没有水果，少数少量！ Yikes, you have to be vigilant on all of these fruit claims. yikes ，你必须保持警觉，对所有这些水果的索赔。 Just take a stroll down the fruit juice isle and try to figure out which product is real 100% juice.只是采取散步下来，果汁岛，并尝试计算出哪些产品是真正的100 ％果汁。

We all have had that experience of buying something based up its package or label and then find out what is inside is not what we expected.我们都已经说的经验，购买一些基于其包装或标签，然后找出什么是内，是不是我们的预期。 I know it’s wishful thinking that we can believe all those fantastic marketing claims (a lot of people do as evidenced by the product’s popularity).我知道它的如意算盘，我们可以相信，所有这些神奇的营销索赔（有很多人这样做，足以证明该产品的受欢迎程度）。 Think get thin quickly, eliminate wrinkles in 10 days and, the new favorites, protect your heart or lower your cholesterol.想获得薄迅速，消除皱纹，在10天内，新的收藏，保护您的心脏或降低您的胆固醇。 The last example is a tribute to the fact that marketers are finally talking advantage of marketing to an aging population.最后一个例子是一个赞扬的事实，行销，最后谈的优势，市场营销，以人口老化。

Consider the recent flurry of activity regarding misleading claims on trans-fats.考虑到最近的一系列活动就误导声称对跨油脂。 Companies are taking this seriously and changing their claims.公司正在认真和改变他们的索赔要求。 I have learned this:我了解这：

Trans-fats, which very rarely occur naturally in unprocessed food sources, have no known nutritional benefits.跨油脂，其中很少发生，自然在未处理过的食物来源，有没有已知的营养价值。 The sole utility of trans fats is to increase product shelf life by retaining flavor and texture, through the technique of partial hydrogenation.唯一的用处转脂肪是为了提高产品的货架寿命保留的味道和质地，通过技术部分加氢。

Ick! ick ！ No wonder they are making changes.怪不得他们正在改变。

People are concerned with what we perceive to be “healthy” as listed on the package’s ingredients statements and then find out that it is misleading or false.人们所关心的是什么，我们的看法是“健康”作为上市的软件包的成分报表，然后找出，这是误导或虚假。 Some claims (even though they are within the context of the law) can lead consumers astray by giving foods an undeserved “aura of health.”有些索赔（即使他们内部的背景下的法律）可以导致消费者误入歧途，给食品一undeserved “光环的健康” 。

Here is the definition for false advertising which includes packaged goods:在这里的定义是为虚假广告，其中包括包装商品：

alse Advertising -”Any advertising or promotion that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities” (Lanham Act, 15 USCA § 1125(a)).否则，广告-“任何广告或促销活动歪曲的性质，特点，质量或地理来源的商品，服务或商业活动” （兰哈姆法的行为， 1 5u sca§ 1 125（ a ）条）。 So think about that when you are developing your product packaging.因此，想想，当您发展您的产品包装。 Can your claims be substantiated or are you “stretching” the truth, as in the case of fruit pictured on the outside but not actually inside?您可以索赔属实，或者您就是“伸展”的真相，如在案件水果图案对外部，但实际上没有内？

I found lots of great information on how to read and UNDERSTAND a packaging label.我发现很多伟大的资料，就如何阅读和理解包装的标签。 WOW, it is confusing even to a seasoned professional.哇，这是混淆了，甚至到一个经验丰富的专家。 It is almost as if they are deliberately (ha, ha) confusing the consumer into make a purchasing decision.这是几乎一样，如果他们是故意（房委会，房委会）混淆消费者到作出购买决定。 I did a little investigation before writing this article and was shocked by the number of product manufacturers that have been sued for false adversertising claims.我做了一点调查之前，写这篇文章，并感到震惊的数目产品制造商已起诉的虚假adversertising索赔。 This is a huge expense to defend the claims or pay to settle one that we consumers pay for in the product price.这是一个巨大的牺牲，以维护债权或支付，以解决一，我们的消费者支付，在产品价格。

From cold sore treatments to orange juice, they all have been sued for making unsubstantiated claims on their product packaging.从冷疮治疗方法，以柑桔汁，它们都被起诉作出证据不足索赔他们的产品包装。 Things as simple as this lawsuit against cereal packaging claims was aimed at food companies including Kraft Foods, General Mills and Kellogg alleging that “low sugar” breakfast cereals are leading the customer astray.事情那么简单，这起诉谷物包装索赔的目的是在食品公司，包括卡夫食品，通用磨坊和凯洛格声称“低糖”谷物早餐是领先的客户引入歧途。

The suit claims that these cereals are misleading because they are not any healthier than cereals with regular levels of sugar.起诉书称，这些谷物是误导，因为他们是没有任何健康比谷物与定期各级糖。 The food industry, in general, is coming under increasing pressure from food lobby groups and parents, to “clean up its act” and offer healthier alternatives to help combat the obesity epidemic facing America.食品工业，一般来说，是未来越来越大的压力下，从食物游说团体和家长，以“清理其行为” ，并提供更健康的替代品，协助打击肥胖流行病所面临的美国。 Sugary cereals are frequently cited by these groups as guilty culprits, encouraging children to eat empty calories instead of nutritional whole foods.含糖谷类是经常引用这些团体作为犯的元凶，鼓励儿童吃空的卡路里而不是整个的营养食品。

No product packaging is immune.没有产品包装是免疫。 Consider these “hot” buttons currently being scrutinized if you manufacture products that make claims on any of the following attributes:考虑这些“热点”按钮，目前正在审议，如果你制造的产品，使索赔的任何下列属性：

Weight loss claims to reduce or lose weight in a specified manner or period of time;重量损失索赔，以减少或失去了重量在指定的方式或在一段时间;
Healthy choice claims which imply or state benefits to a consumer from consuming;健康的选择，索赔暗示或国家利益，消费者从消费;
Organic or natural food claims that indicate the product is uncontaminated or pure from chemicals and additives;有机或天然食品声称表明，该产品是无公害或纯从化学品和添加剂;
Nutrition claims such as rich in vitamin C that can not be proven or the alleged benefits proven.营养索赔，如丰富的维生素C ，不能证明或所指称的好处证明。

This is just a start.这仅仅是一个开始。 Look for proof of environmentally friendly packaging and materials to be in the next wave of packaging being heavily scrutinized.研究证明文件，环保包装及材料要在下一波的包装正大量审议。 Is it really “green” or just “greenwash?”是否真的“绿色”或只是“ greenwash ” ？

You can’t stop the lawsuits and media spin; however, you can ensure you do your best to prove to the consumer that what is on the outside of the packaging is also what is inside.您无法停止的诉讼和媒体自旋;但是，您可以确保您在您最好的证明，向消费者认为什么是对，包装盒外，也是什么是内。

Get the Packaging Diva on your team.获得包装的Diva对您的团队。 Visit访问 PackagingUniversity.com packaginguniversity.com to find out about the latest packaging innovations.了解最新的包装创新。

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