Food labels carrying buzz words such as 'gluten-free', 'anti-oxidants' and 'organic' mislead shoppers, making them to think that the products are healthier, according to a new study.
The study conducted by researchers at the University of Houston (UH) in the US noted that labels with healthier words will make shoppers to think that a food when it is packaged with sugar as well as other additives, is healthy to consume.
UH Jack J. Valenti School of Communication assistant professor Temple Northup and his team conducted an online survey, in which 318 people participated.
The participants are randomly provided two different images of the same product, which either included marketing words such as organic or an edited photoshop image that has no traces of those words.
The products provided in the study included Apple Sauce (organic), Lasagna (whole grain), Chocolate Cheerios (heart healthy), Cherry 7(antioxidant) and Peanut Butter (all natural).
According to Northup, most of the participants identified the product as a healthier one by seeing triggering words on a label compared to the other one which has no words.
Dr Northup added that his research will serve as an example of how advertising can mislead consumers and will help people to know the way food is marketed to shoppers.
