Imagine strolling down the grocery store aisles, gazing at 30 different types of cereal boxes with a bunch of food jargon pasted all over them. You do not know which cereal to pick, so you decide to buy the one with the most appealing packaging.

Food advertising uses proven tricks to appeal to your subconscious and drive your purchases. Food manufacturers often exploit health concerns, especially with so many people focused on dieting and weight loss. Some health claims are true; others are not. Some are regulated, many mean little. Remember, these are generic marketing statements, not personal health advice.

Who Regulates Food in the United States? 

Food regulation in the U.S. involves several federal agencies, so the answer is not simple. The Food and Drug Administration (FDA), the United States Department of Agriculture (USDA), the Federal Trade Commission (FTC), and the Environmental Protection Agency (EPA) regulate all aspects of our food supply.

• The FDA covers foods (except meat, poultry, and eggs), dietary supplements, food additives, bottled water, and infant formula.
• The USDA regulates meat, poultry, and eggs.
• The FTC protects consumers by regulating food advertising.
• The EPA regulates public tap water supplies.
• The Alcohol and Tobacco Tax and Trade Bureau (TTB) regulates the production, labeling, and advertising of alcohol.

Food Regulation, Marketing, and What to Do About It

NATURAL

You may see the term “all natural” or “natural” on food at the grocery store, on restaurant menus, or from social media influencers. Let’s take a fresh look at the term to make intelligent choices without outside influence.

What does the term “natural” mean in food?

The USDA, FTC, or the FDA has not established a formal definition of the term “natural” used on food products. However, the FDA does have considerations regarding the term “natural.”

• According to their website, the “FDA has considered the term ‘natural’ to mean that nothing artificial or synthetic (including all color additives regardless of source) has been included in, or has been added to, a food that would not normally be expected to be in that food. However, this policy was not intended to address food production methods, such as the use of pesticides, nor did it explicitly address food processing or manufacturing methods, such as thermal technologies, pasteurization, or irradiation.”
• The USDA examines the term “natural” for meats, poultry, and eggs on a case-by-case basis. It also differentiates “natural” from “organic.” The USDA states that products with the food marketing term “natural” are free from artificial flavors and colors, chemical preservatives, and excessive processing. All meat, poultry, and eggs that claim to be “natural” must state how, but are not subject to any regulations on farm practices.
• Interestingly, the Federal Trade Commission (FTC) established a rule in 1973 that “natural” foods are minimally processed and do not contain any artificial ingredients. However, they revoked this rule in 1983 and have not re-established regulations for the use of the term “natural” on food products.

The term “natural” used on food products has been a topic of controversy for the past four to six years. Many organizations, like Consumer Reports, petitioned the FDA to legally define the term “natural.” Given the multiple petitions received, the FDA opened a public comment period in 2016, but no regulatory changes resulted.

What should I do about foods that use the term “natural”?

BE CAUTIOUS. Since there is no official regulatory definition for “natural,” always check the ingredients for artificial or synthetic additives on the back of the label, like Red 3, Blue 1, FD&C Lakes, Citrus Red 2, Yellow 5, etc. Most synthetic additives are considered Generally Recognized As Safe (GRAS), meaning the term “natural” remains ambiguous on food labels.

PROCESSED

You may see “processed,” “minimally processed,” or “unprocessed” on food packaging or in online advice. Let’s look at what these terms mean to help you see food choices beyond marketing hype.

What does the term “processed” or “unprocessed” mean in food?

Neither the FDA nor the FTC defines “processed” or “unprocessed.” The USDA considers food processed if it undergoes a “change of character” before being sold. For example, raw vs. roasted and salted almonds or sliced vs. block cheese; both are considered processed. The common belief that all “processed” foods are unhealthy is untrue. The importance of “unprocessed” and “minimally processed” claims aligns with current “clean-eating” trends. Below are types of processing adapted from the Academy of Nutrition & Dietetics, with my expertise.

• Minimally Processed – Examples include fruits and vegetables that have been bagged, chopped, and/or sliced for convenience.
• Moderately Processed – Examples include canned and frozen fruits and vegetables; canned poultry and fish; pasta sauce; salad dressing; deli meats; crackers; and cereals.
• Heavily Processed – Examples include convenience pre-made frozen meals and packaged baked dessert-type goods.

Heavily processed foods have undergone the most change (e.g., added ingredients, refined grains). For example, some peanut butters are minimally processed, containing only peanuts and oil, while others are moderately processed, containing hydrogenated oils and sugar, which don’t require refrigeration or stirring.

What should I do about foods that use the term “processed”?

BE CAUTIOUS. Without regulatory definitions, companies can interpret “processed” as they ethically see fit. Check ingredient lists and consider how long a product can last. If a product is pre-frozen and packaged to last 2 years, chances are it is more processed than the fresh food item in the deli section that lasts 2 days. Processing doesn’t always mean unhealthy, but use practical judgment when evaluating these claims.

LOCAL

You may spot “locally grown” or “locally sourced” labels on packaging, in advertising, or promoted by states (e.g., Georgia Grown). These are popular as people seek to support communities or eat fresher foods. Let’s see what these terms actually mean for more informed choices.

What does the term “local” mean in food?

Local foods are defined by the USDA as “the direct or intermediated marketing of food to consumers that is produced and distributed in a limited geographic area.” However, there is no current regulation on the distance from a central point that would be considered local. The local foods movement preserves the relationship between consumers and local farmers.

What should I do about foods that use the term “local”?

Since the USDA appears to be the only regulatory body involved with this term, check the USDA’s database of local foods to learn about and verify farmers in your area. It’s wise to use this term with caution, as unethical marketers may use the label “locally grown” amid the recent movement to buy local. If you are looking to purchase local foods, check out your local farmers’ markets to offer support to your community.

LOW, REDUCED, and LIGHT

You may notice the terms “low fat,” “reduced,” or “light” on food packaging, advertisements, or menus. Other labels may include low calories, sodium, sugars, or cholesterol. These labels are everywhere, often used to market foods as healthier options or better for weight management. Let’s explore what these terms really mean so you can make informed decisions beyond the marketing language.

What does the term “low” mean in food?

The term “low” on a food label means what you think: ‘The food contains a low amount of a particular nutrient.’ The “low” nutrient levels below have been defined by the FDA, so be cautious about using “low” in front of other nutrients not listed here.

• Low-fat – 3 grams or less per serving
  • Reduced fat: 25% less fat per serving than the original product
  • It can also be termed a “Light or Lite” food.
• Low-saturated fat – 1 gram or less per serving (not more than 15% of calories coming from saturated fat)
  • Reduced saturated fat: 25% less saturated fat per serving than the original product
• Low-sodium – 140 milligrams or less per serving
  • Reduced sodium: 25% less sodium per serving than the original product
  • Light in sodium: 50% less sodium than the original product
  • Very low-sodium: 35 milligrams or less per serving
  • No salt added or unsalted: additional salt was not added to the product during processing.
  • Lightly salted: 50% less sodium added during processing than normally added to the original product.
• Low-cholesterol – 20 milligrams or less + 2 grams or less of saturated fat per serving
  • Reduced cholesterol: 25% less cholesterol per serving than the original product
• Low-calorie – 40 calories or less per serving
  • Reduced calories: 25% fewer calories than the original product
  • It can also be termed a “Light or Lite” food.
• Low-sugar – not defined.
  • No sugar added: sugar or ingredients containing sugar were not added during processing.
  • Reduced sugar or Less sugar: 25% less sugar than the original product

What should I do about foods that use the term “low”?

The term “low” is defined and regulated structurally, and you can check actual levels of a nutrient on the label, referencing the above information. I would, however, be cautious if you see a “low sugar” term since there is no definition. I would also like you to understand that there is a common misconception that if something is “light or reduced,” it is better for you, and the amount you can healthfully consume is more. This is not true, so do not assume that these types of foods are better for weight loss.

HIGH

Terms like “high calcium,” “high fiber,” “excellent source of,” or “rich in” are common on grocery store food packaging, usually to market foods as healthier choices. Let’s look a little deeper to understand what these terms actually mean so you can make informed decisions beyond the marketing hype.

What does the term “high” mean in food?

If you see this claim, it means that the food contains 20% or more of the Daily Value of a nutrient.

What should I do about foods that use the term “high”?

Keep in mind that the Daily Value references are based on the general, healthy population and are not geared towards individual needs. Simply because a product states “high fiber” may not mean that it would be considered “high” for you if you’re recommended to consume a high fiber diet. Otherwise, you do not have to worry about the validity of this term, but do understand that this is a part of a marketing strategy, not your individualized health strategy.

FREE, including GLUTEN FREE

The term “free” may be one of the most overused and controversial exploits in food marketing. The list is extensive: “fat-free,” “zero fat,” “no fat,” “sugar-free,” “saturated fat-free,” “zero saturated fat,” “calorie-free,” “gluten-free,” “free of gluten,” “no gluten,” and/or “without gluten.” Wow, let me simplify this for you.

What does the term “free” mean in food?

The term “free” on a food label does not mean that 100 percent of the food is free of that nutrient (except for gluten-free).

• Sugar-free – The food contains less than 0.5 grams of sugar per serving.
• Fat-free – The food product contains less than 0.5 grams of fat per serving.
• Calorie-free – The food contains fewer than five calories per serving.
• Saturated fat-free – The food contains less than 0.5 grams of saturated fat and less than 0.5 grams of trans fatty acids per serving.
• Cholesterol-free – The food contains less than 2 milligrams of cholesterol per serving.
• Sodium-free – The food contains less than 5 milligrams of sodium per serving.
• Gluten-free and associated terms – The food contains less than 20 parts per million (ppm) of gluten. This applies to naturally gluten-free foods and to intentionally gluten-free foods that would normally contain gluten (e.g., flour or cereal).

What should I do about foods that use the term “free”?

BE CAUTIOUS. The use of “free” in most cases (except with the “gluten-free” term) is, in effect, an advertising ploy because of the structure of the current food label. What I mean is that we may consume more than one serving in a single sitting, which makes the product suddenly no longer “free” of a particular nutrient. I am curious to see how the use or definition of this label claim will change with the upcoming new food label requirements. Read more about the new food label here.

An Extra Word on Gluten-free

The FDA placed restrictions and regulations in 2013 on the terms “gluten-free,” “free of gluten,” “no gluten,” and/or “without gluten.” Those with celiac disease are required to eat gluten-free, and their health depends on it, so these regulations are very important compared to those who go gluten-free by choice.

WHOLE

Labels like “whole grain,” “whole wheat,” or simply “whole” are often used on grocery store food packaging to promote foods as more nutritious. These words catch your eye and suggest a health benefit, but it’s important to know their meanings, since they aren’t always clear or regulated. Make choices based on facts, not just marketing.

What does the term “whole” mean in food?

There is no official regulatory definition for the food claim “whole.” It is generally accepted that “whole” foods undergo minimal processing and contain no added ingredients. For food claims like “100 percent whole wheat” or “whole wheat,” you can verify that it is, in fact, whole grain by looking for the whole grain stamp. You can read more in-depth information from the Whole Grains Council.

What should I do about foods that use the term “whole”?

BE CAUTIOUS. The food claim “whole” does not mean that the food is “whole grain” or that it does not contain added ingredients. You can, however, trust that the food is “whole” by displaying the Whole Grain stamp.

ORGANIC

The terms “100 percent organic,” “organic,” or “made with organic ingredients” carry supercharged misinformation and high-leverage emotions. As you’ll see, money is a bigger driver of this term in the food industry than any “health” benefit. Let’s take a look at the organic label.

What does the term “organic” mean in food?

The food claim “organic” is governed by the National Organic Program (NOP), which is overseen and regulated by the USDA. Foods regulated by the FDA must meet the USDA organic standards. There are specific guidelines organic foods must follow during production and processing. According to the USDA, organic products must:

• Made without genetic engineering, radiation, or sewage sludge
• Made with only allowed substances
• Overseen by an authorized USDA NOP-certified agent
• Operations that sell less than $5,000 yearly are exempt from all organic regulations.
• 100 percent organic – The food must use all organic ingredients (salt and water are exceptions). You will see the USDA organic seal on 100 percent organic foods.
• Organic – The food must use a minimum of 95 percent organic ingredients. You will see the USDA organic seal on Organic foods.
• Made with organic ingredients – The food must use between 70 and 95 percent organic ingredients. You will not see the USDA organic seal on these products.

What should I do about foods that use the term “organic”?

In 2015, the organic food industry was worth $35 billion, prompting many manufacturers to jump on the bandwagon. However, there is much controversy over the number of third-party certifying agents in the United States and the demand for manufacturers to obtain the USDA seal. This leads to questions such as, “Do all manufacturers go through the same certifying process?” and “How does the USDA regulate third-party certifying agencies?” Another misconception about organic foods is that they somehow contain more nutrients than their non-organic counterparts, which is untrue. Check out the work Stanford did in late 2012, when a team of experts analyzed over 230 peer-reviewed articles comparing the nutrient content of organic and non-organic foods. Their findings concluded that there were insignificant differences between organic and non-organic in macronutrients (protein, carbohydrates, and fats) and micronutrients (vitamins and minerals). My advice is to be cautious, research the specific manufacturer you want to purchase from, and know that the organic label is more closely regulated than most.

Food Labeling Caution

Food claims you see on foods at your local grocery store may not mean anything, nor do they have regulations or scientific backing to support their relevance. Keep in mind that food claims may be associated with marketing efforts to get you to purchase a product, as sales are often more important to a business than your individual health. If a food is labeled as “light or reduced” or has the claim “calorie or sugar free,” it does not mean that the food is healthier for you than a food that does not display these claims. Specifically, foods that are labeled “light, reduced, or free” may not be beneficial for weight loss. In fact, they could be hindering your weight-loss efforts, as studies show that these foods can increase cravings and overconsumption.