Packaging The Truth包装的真相

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，一个非营利性的健康宣传小组的加利福尼亚州， 37个研究大量销售食品的照片，水果的包装上。 Fifty-one percent of the products contained absolutely no fruit, a few had minimal amounts!第五十二百分之一所载的产品绝对没有水果，有几个有少量！

Yikes, you have to be vigilant on all of these fruit claims! Yikes ，你必须要警惕对所有这些水果索赔！

Just take a stroll down the fruit juice isle and try to figure out which product is real 100% juice.只要漫步了果汁岛和揣摩其中的产品是真正的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.我们都已经是经验，买东西根据其包装或标签，然后找出里面不是我们的预期。 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).我知道这是一厢情愿的想法，我们可以认为，所有这些出色的营销人（有很多人做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.想想自己变苗条迅速，消除皱纹在10天内，并在新的最爱，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.最近的例子是为了纪念一个事实，即市场终于说话的营销优势，以人口日趋老龄化。

Consider the recent flurry of activity regarding misleading claims on trans-fats.考虑到最近的一系列活动有关误导声称对反式脂肪。 Companies are taking this seriously and changing their claims.公司正在认真考虑这一改变他们的要求。

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.大家关心的是与我们所认为的“健康”的包装上列出的成分报表，然后发现，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（即使他们的范围内的法律）可能会导致消费者误入歧途使食品的冤枉“的健康氛围。 ”

Here is the definition for false advertising which includes packaged goods:这是定义的虚假广告，其中包括包装商品：

False Advertising 虚假广告 —”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)). -“任何广告或促销是歪曲的性质，特点，质量或地理来源的商品，服务或商业活动” （兰哈姆法， 1 5U SCA§ 1 125（ a ）条） 。

So think about that when you are developing your product packaging.所以想想，当你正在开发的产品包装。 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?你可以要求得到证实，或你是“延伸”的真相，如水果照片外，但实际上没有吗？

I found lots of great information on how to read and understand a packaging label.我发现许多伟大的信息如何阅读和理解包装标签。 It is confusing even to a seasoned professional.这是困惑甚至是一位经验丰富的专业。 It is almost as if they are deliberately confusing the consumer into make a purchasing decision.这是几乎一样，如果他们是故意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 advertising claims.我没有一点调查前写这篇文章，并感到震惊的是一些产品制造商已提出诉讼，要求索赔的虚假广告。 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捍卫索赔或支付来解决，我们的消费者支付的产品价格。

From cold sore treatments to orange juice, they all have been sued for making unsubstantiated claims on their product packaging.从冷战疼痛治疗橙汁，他们都已经提出起诉索赔证据证明他们的产品包装。 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.事情就这么简单这一诉讼索赔的谷物包装的目的是，包括食品公司卡夫食品公司，通用磨坊和凯洛格声称“低糖”的早餐谷物是主要的客户引入歧途。

The suit claims that these cereals are misleading because they are not any healthier than cereals with regular levels of sugar.该诉讼声称，这些谷物的误导性，因为他们没有任何健康比谷物与经常水平的糖。 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，正受到越来越大的压力来自食物的游说团体和家长，以“清理行动” ，并提供健康的替代品，以协助打击肥胖面临美国。 Sugary cereals are frequently cited by these groups as guilty culprits, encouraging children to eat empty calories instead of nutritional whole foods.含糖的谷类经常提到的这些群体，属主犯，鼓励儿童吃空热量的营养而不是整个食品。

No product packaging is immune.没有产品包装都不能幸免。 Consider these “hot” buttons currently being scrutinized if you manufacture products that make claims on any of the following attributes:考虑到这些“热门”按钮，目前正在审查如果你制造的产品，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，以减少或减重在指定的方式或一段时间。
• Healthy choice claims which imply or state benefits to a consumer from consuming.健康的选择意味着索赔或国家利益，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，说明产品是未被污染或纯粹从化学品和添加剂。
• Nutrition claims such as rich in vitamin C that can not be proven or the alleged benefits proven.营养声称如丰富的维生素C ，不能证明或证明所谓的好处。

This is just a start.这仅仅是一个开端。 Look for proof of environmentally friendly packaging and materials to be in the next wave of packaging being heavily scrutinized.寻找证据证明对环境无害的包装和材料将在下一波的包装被严重关注。 Is it really “green” or just “greenwash?”真的是“绿色”或“ 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.你不能停止诉讼和媒体自旋;不过，您可以确保你做你最好的证明提供给消费者的是，在外面的包装也是里面是什么。

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

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