Now we're really getting curious, as it's been quite a while since the public comment period closed (November 26, 2011) on the proposed new guidelines for "Natural" and "Naturally Raised" (et al) claims for meat, poultry and fish products.
In our 2011 Green Marketing & Advertising Law Update, we discussed the Canadian Food Inspection Agency's ("CFIA") proposed guidelines on increasingly popular claims such as (among others), "natural", "naturally raised", "grain-fed", "fed no animal products and by-products", "raised without the use of hormones" and "raised without the use of antibiotics", on meat, poultry and fish products ("Guidelines"). The Guidelines' purpose is to help you avoid challenges of misleading advertising under the Food and Drugs Act or the Consumer Packaging and Labelling Act when using these terms.
Currently, marketers should be complying with the Guidelines anyway, as industry has been on notice of the proposed rules since 2005 when they first arose out of a CFIA Discussion Paper. However, given the new consumer focus on "natural" foods the CFIA wanted to make sure the Guidelines met consumer expectations.
We have been advised by a representative of CFIA that, "...the issues raised through comments are under thorough consideration and evaluation. The finalized guidelines will be posted on the CFIA website soon."
We await the posting with baited breath and encourage you to watch out for an E-Blast from us (you can subscribe for E-Blasts here, if you wish; marketinglawupdate.ca).
If you're hungry for yet more details, see CFIA's Questions and Answers about the Guidelines.
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