Packaging The Truth包裝的真相

The Prevention Institute , a nonprofit health advocacy group out of California, studied 37 heavily marketed foods with pictures of fruit on the packaging. 預防研究所，一個非營利性的健康宣傳小組的加利福尼亞州， 37個研究大量銷售食品的照片，水果的包裝上。 Fifty-one percent of the products contained absolutely no fruit, a few had minimal amounts!第五十二百分之一所載的產品絕對沒有水果，有幾個有少量！

Yikes, you have to be vigilant on all of these fruit claims! Yikes ，你必須要警惕對所有這些水果索賠！

Just take a stroll down the fruit juice isle and try to figure out which product is real 100% juice.只要漫步了果汁島和揣摩其中的產品是真正的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.我們都已經是經驗，買東西根據其包裝或標籤，然後找出裡面不是我們的預期。 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).我知道這是一廂情願的想法，我們可以認為，所有這些出色的營銷人（有很多人做證明該產品的受歡迎程度） 。 Think get thin quickly, eliminate wrinkles in 10 days and, the new favorites, protect your heart or lower your cholesterol.想想自己變苗條迅速，消除皺紋在10天內，並在新的最愛，保護您的心臟或降低您的膽固醇。 The last example is a tribute to the fact that marketers are finally talking advantage of marketing to an aging population.最近的例子是為了紀念一個事實，即市場終於說話的營銷優勢，以人口日趨老齡化。

Consider the recent flurry of activity regarding misleading claims on trans-fats.考慮到最近的一系列活動有關誤導聲稱對反式脂肪。 Companies are taking this seriously and changing their claims.公司正在認真考慮這一改變他們的要求。

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.大家關心的是與我們所認為的“健康”的包裝上列出的成分報表，然後發現，這是誤導或虛假。 Some claims (even though they are within the context of the law) can lead consumers astray by giving foods an undeserved “aura of health.”有些索賠（即使他們的範圍內的法律）可能會導致消費者誤入歧途使食品的冤枉“的健康氛圍。 ”

Here is the definition for false advertising which includes packaged goods:這是定義的虛假廣告，其中包括包裝商品：

False Advertising 虛假廣告 —”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)). -“任何廣告或促銷是歪曲的性質，特點，質量或地理來源的商品，服務或商業活動” （蘭哈姆法， 1 5U SCA§ 1 125（ a ）條） 。

So think about that when you are developing your product packaging.所以想想，當你正在開發的產品包裝。 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?你可以要求得到證實，或你是“延伸”的真相，如水果照片外，但實際上沒有嗎？

I found lots of great information on how to read and understand a packaging label.我發現許多偉大的信息如何閱讀和理解包裝標籤。 It is confusing even to a seasoned professional.這是困惑甚至是一位經驗豐富的專業。 It is almost as if they are deliberately confusing the consumer into make a purchasing decision.這是幾乎一樣，如果他們是故意混淆消費者到作出購買決定。 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.我沒有一點調查前寫這篇文章，並感到震驚的是一些產品製造商已提出訴訟，要求索賠的虛假廣告。 This is a huge expense to defend the claims or pay to settle one that we consumers pay for in the product price.這是一個巨大的犧牲捍衛索賠或支付來解決，我們的消費者支付的產品價格。

From cold sore treatments to orange juice, they all have been sued for making unsubstantiated claims on their product packaging.從冷戰疼痛治療橙汁，他們都已經提出起訴索賠證據證明他們的產品包裝。 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.事情就這麼簡單這一訴訟索賠的穀物包裝的目的是，包括食品公司卡夫食品公司，通用磨坊和凱洛格聲稱“低糖”的早餐穀物是主要的客戶引入歧途。

The suit claims that these cereals are misleading because they are not any healthier than cereals with regular levels of sugar.在訴狀中稱，這些穀物的誤導性，因為他們沒有任何健康比穀物與經常水平的糖。 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.食品工業，一般來說，正受到越來越大的壓力來自食物的遊說團體和家長，以“清理行動” ，並提供健康的替代品，以協助打擊肥胖面臨美國。 Sugary cereals are frequently cited by these groups as guilty culprits, encouraging children to eat empty calories instead of nutritional whole foods.含糖的穀類經常提到的這些群體，屬主犯，鼓勵兒童吃空熱量的營養而不是整個食品。

No product packaging is immune.沒有產品包裝都不能倖免。 Consider these “hot” buttons currently being scrutinized if you manufacture products that make claims on any of the following attributes:考慮到這些“熱門”按鈕，目前正在審查如果你製造的產品，使索賠的任何下列屬性：

• Weight loss claims to reduce or lose weight in a specified manner or period of time.重量損失索賠，以減少或減重在指定的方式或一段時間。
• Healthy choice claims which imply or state benefits to a consumer from consuming.健康的選擇意味著索賠或國家利益，消費者從消費。
• Organic or natural food claims that indicate the product is uncontaminated or pure from chemicals and additives.有機或天然食品聲稱，說明產品是未被污染或純粹從化學品和添加劑。
• Nutrition claims such as rich in vitamin C that can not be proven or the alleged benefits proven.營養聲稱如豐富的維生素C ，不能證明或證明所謂的好處。

This is just a start.這僅僅是一個開端。 Look for proof of environmentally friendly packaging and materials to be in the next wave of packaging being heavily scrutinized.尋找證據證明對環境無害的包裝和材料將在下一波的包裝被嚴重關注。 Is it really “green” or just “greenwash?”真的是“綠色”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.你不能停止訴訟和媒體自旋;不過，您可以確保你做你最好的證明提供給消費者的是，在外面的包裝也是裡面是什麼。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。