NETHERLANDS - WHOLE WHEAT PRODUCTS SHOULD BE MADE FROM 100% WHOLE WHEAT FLOUR
Netherlands
Oct 05, 2019
In a general notice, the Dutch Advertising Code Commission (Reclame Code Commissie) shares its opinion that in order claim the characteristic âwhole wheatâ a product should contain flour which is exclusively made from whole wheat grains.
After receiving a number of complaints for a diverse number of products, the body decided to share its view on the website. The bodyâs opinion refers to the European Court of Justice-case Teekanne (C-195/14) where the image of vanilla and raspberry-blossoms on front of pack were considered to be misleading because the tea only contained artificial flavourings. The Dutch Commission elaborates that a front of pack or other explicit label indication of âwhole wheatâ creates the impression the productâs flour constituents comprise entirely of whole grain. The fact the list of ingredients indicates the actual -none whole wheat- characteristics of the other flour components would not lift that impression.
Reclame Code Commissie (20 September 2019) - link
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