What is an example of misleading food marketing claims?

December 5, 2025 •

4 min read

According to one study, over 76% of consumers read food labels, yet many are still confused or misled by marketing tactics. A prime example of misleading food marketing claims is when a product boasts of being '100% juice,' but a closer look at the label reveals it's made from concentrate, and possibly watered down with added sweeteners.

Quick Summary

Common food marketing tactics include vague terms like 'natural,' 'healthwashing' to appear healthier, and using misleading portion sizes. Savvy consumers can learn to decode these claims by reading ingredient lists and nutritional information to make informed decisions and avoid deception. Focus on understanding the facts behind the marketing to truly assess a product's healthfulness.

Key Points

'100%' Claims: A product labeled '100% juice' is often from concentrate, not fresh, and may contain added sweeteners.
'Natural' Labeling: This term is not legally defined, so a product can be heavily processed and still be labeled 'natural'.
'Low Fat' Deception: Products marketed as 'low fat' frequently replace fat with high amounts of sugar and calories to maintain taste.
Portion Size Manipulation: Displaying unrealistically small serving sizes makes nutritional values appear healthier than they are for a typical amount consumed.
Healthwashing Tactics: Using vague health claims and natural imagery can create a false "health halo" around a product.
Reading Ingredient Lists: Checking the ingredient list is crucial, as components are listed by weight, revealing what is truly in the food.

Decoding Deceptive Food Labels

The food industry uses a variety of clever and subtle marketing tactics to make products seem healthier or more appealing than they actually are. The practice of 'healthwashing,' for instance, convinces consumers they are making better choices by using popular phrases and imagery, while masking less healthy ingredients. A prime example of a misleading food marketing claim is the use of seemingly wholesome terms that lack clear legal definitions.

The '100%' and 'Natural' Illusion

Many products confidently declare themselves to be "100% natural" or "made with real fruit," yet these claims are often intentionally misleading. The term "natural" is not tightly defined by law and can be freely used on products that are highly processed. For instance, a fruit snack may state it's "made with real fruit," when the actual fruit content is minimal and comes from concentrated purées that are high in sugar. Similarly, "100% juice" can be from concentrate, which is less nutritious than freshly pressed varieties. The "100% chicken breast" label on some chicken nuggets is another classic example; while the meat portion may be 100% breast, the overall product can be only half chicken, with the rest being fillers, batter, and oil.

The 'Low Fat' and 'No Added Sugar' Deception

Labels boasting "low fat" or "no added sugar" are often prime examples of misleading marketing. A "low fat" claim is legally regulated, but products with this label can still contain high levels of sugar or salt to compensate for the flavor lost when fat is removed. As for "no added sugar," this simply means that no extra sugar was added during production. The product can still be high in naturally occurring sugars from fruit concentrates or contain artificial sweeteners with their own health concerns. Consumers expecting a healthy, sugar-free item might be disappointed and misled by this claim.

Portion Size Manipulation

Food labels can manipulate perceptions of nutrition by displaying smaller, unrealistic serving sizes. The nutritional information might seem great per serving, but most people consume far more than the suggested amount. For example, a bag of chips might list nutrition facts based on a 30g serving, but the entire 150g bag is a single serving for many people. This tactic makes calorie, sugar, and fat counts appear lower than they would be for a typical consumption amount, tricking people into overeating.

Comparison of Common Misleading Claims


Claim	What it implies	The Reality
Natural	Wholesome, unprocessed, from nature	Not legally defined and can be highly processed with additives.
Low Fat	Healthy, fewer calories	Often high in sugar and calories to improve taste and texture.
Made with Real Fruit	Contains significant fruit content	Can contain minimal fruit, often concentrated and high in sugar.
Multigrain	Made with whole grains, high in fiber	Contains more than one type of grain, but can be mostly refined flour.
Sugar-Free	Contains no sugar or sweeteners	Can contain artificial sweeteners or natural sweeteners from fruit concentrates.

Spotting Misleading Claims

To become a more informed consumer, it is essential to look beyond the enticing marketing on the front of the package. Here's what to do:

Read the ingredient list: Ingredients are listed in descending order by weight. The first few ingredients make up the bulk of the product. If sugar or another sweetener appears high on the list, despite a "no added sugar" claim, you know you're being misled. Watch for different names for sugar, such as glucose, dextrose, or cane sugar.
Check the nutritional panel: Always review the nutritional information per 100g or 100ml, not just the manufacturer's suggested portion size. This provides a more consistent comparison between products.
Evaluate the overall context: A claim like "supports immune health" might be technically true if a product contains a small amount of a specific vitamin, but the overall product might still be unhealthy due to high sugar or sodium content. Always consider the bigger picture.
Be wary of green packaging and imagery: Marketing that relies on images of fields, farms, or green packaging can create a "health halo" effect, making a food seem more environmentally friendly and natural than it is.
Look for credible certifications: Look for third-party certifications like the USDA Organic seal, which ensures the product meets specific production standards, rather than relying on vaguely defined terms.

Conclusion

Misleading food marketing is a widespread issue that capitalizes on consumer desires for healthier options, often through the use of vague, unregulated, or partially true claims. Examples such as "100% juice" made from concentrate, "low fat" products high in sugar, and portion size manipulation demonstrate how easy it is for manufacturers to create a deceptive "health halo". By looking beyond front-of-package claims and scrutinizing the ingredient list and nutritional facts, consumers can empower themselves to make genuinely informed and healthy choices for themselves and their families.

Center for Science in the Public Interest: Misleading food ads abound. Here are 7 of the latest.

Frequently Asked Questions

The 'natural' claim is one of the most common examples of misleading food marketing because it is not tightly defined by law. It suggests the food is minimally processed, but in reality, a product can be made with processed ingredients and still use this label.

A 'no added sugar' claim can be misleading because it doesn't mean the product is sugar-free. It may still contain naturally occurring sugars from ingredients like fruit juice concentrates, or artificial sweeteners, which may have their own health considerations.

Products marked 'low fat' are not always healthier because fat is often replaced with high amounts of sugar, salt, or thickeners to maintain flavor and texture. This can sometimes lead to a calorie count that is the same or even higher than the full-fat version.

'Healthwashing' is a deceptive marketing practice where companies make their foods appear healthier than they truly are through the use of misleading labels, images, and popular health-related phrases. This creates a 'health halo' effect that influences consumer purchasing decisions.

Yes, portion size information can be highly misleading. Manufacturers sometimes use unrealistically small serving sizes on nutritional panels to make calories, fat, and sugar contents seem lower per serving. This can trick consumers into believing they are eating a healthy amount, even if they eat the whole package.

To avoid misleading claims, always look beyond the front of the package. Read the full ingredient list to see what the product truly contains (ingredients are listed in order of weight) and check the nutritional panel for figures per 100g to make fair comparisons.

No, the term 'superfood' is not regulated and is primarily a marketing term, not a scientific one. While a food might have beneficial properties, using this label can exaggerate its health effects and contribute to misleading marketing.