Food labels are designed to facilitate healthier lifestyle choices. However, not all label systems are equally effective. Currently, a voluntary Health Star Rating system is in place in Australia, allowing food manufacturers to voluntarily label their products with a star, indicating how it compares to similar goods on the market. Yet, some manufacturers opt not to rate their products at all. There is an ongoing discussion within the Australian government about making these labels mandatory.
The Health Star Rating system, while potentially useful, has proven to be often confusing and lacking credibility among consumers, according to new research on parenting and food in Australia. If it becomes mandatory, the system will require significant adjustments in order for consumers to trust and find it useful.
The Australian government, in association with the food industry, public health, and consumer groups, introduced the Health Star Rating system in 2014. Products are rated from an unfavorable half-star to a desirable five stars. Factors such as calories, saturated fats, sugars, and sodium lower the product’s rating, while fibre, protein, and the content of fruits, vegetables, nuts, and legumes increase it.
The system works on a balance of good and bad factors. This allows companies to tailor their products strategically to enhance the rating, possibly obscuring unhealthy ingredients. The ratings do not take into account processing and additives like sweeteners, coloring, emulsifiers, preservatives, and artificial flavorings. Prior research has indicated that the ratings can inadvertently promote ultra-processed foods over unprocessed foods and misrepresent their healthiness.
Recent interviews with 34 parents in Australia revealed that the Health Star Ratings are often perceived as “misleading,” “unhelpful,” and “misapplied”. Some even thought the ratings were a paid marketing tactic used by companies.
One common issue is the positivity bias of the symbol. Stars are generally perceived as positive, causing confusion when applied to food ratings. Despite the product’s star rating, parents reported that they still had doubts:
Another issue is the assumption that all packaged food rated five stars is healthy. Parents also expressed concern that some unhealthy foods were assigned stars, which they thought was misleading. This has led to many parents disregarding the rating system and relying on ingredient lists, apps, and extensive internet research to make healthier choices. However, this has also led to frustration as these parents feel that the burden of making healthy choices is being unfairly placed on them.
Despite these issues, the parents interviewed believed that a front-of-pack system is valuable but wished for transparency, trustworthy information, and food policies that prioritize consumer health. They expressed the need for government intervention, as they felt the food industry would not independently prioritize consumers’ health.
Other nations like Chile, Mexico, Brazil, and soon Canada, have adopted a ‘stop-sign’ warning system to deter consumers from least healthy products. These large Black Octagons warn consumers about high sugar, sodium, and saturated fats, and ultra-processing. Evidence suggests these warning labels have had a positive impact on nutrition and public health in these countries and might be a viable option for Australia.
To support healthier eating, a fit-for-purpose food labelling system needs to be mandated. Governments should prioritize consumers’ voices in these and other national food policies to ensure they function as intended.
What is the Health Star Rating system?
The Health Star Rating system is a voluntary label system in Australia that rates food products from half a star to five stars. The rating is based on the nutritional content of the product.
What are the issues with the current Health Star Rating System?
The system has been found to be often confusing and lacking credibility among consumers. It doesn’t consider processing and additives, which can lead to ultra-processed foods being rated higher than minimally or unprocessed foods.
How can the food labelling system be improved?
The system needs to be more transparent and trustworthy. One approach could be adopting a ‘stop-sign’ warning system like in Chile, Mexico, Brazil, and soon Canada, which alerts consumers about high sugar, sodium, and saturated fats, and ultra-processing.
