With new draft legislation coming for SA’s food labels, marketers are going to have to start getting creative – and they’d do well to learn from regulated industries
set to come into effect. The new regulations aim to promote transparency and eliminate misleading claims on product labelling, with restrictions on the use of words such as “smart”, “intelligent”, and “super-food”, while claims like “fresh”, “natural”, and “pure” must be reflected in the ingredients. The regulations will also ban celebrity endorsements and claims of providing a nutritionally balanced diet.
However, the principles of dark marketing can be useful for any companies looking to infiltrate consumer conversations and make the word on the street work in their favour. Beyond-the-line marketing is about living in people’s lives rather than trying to interrupt them. This approach will be hugely beneficial for brands affected by this change in regulation. The likelihood that these shifts will affect more than just the labelling, but also their route to market, is very high.
As other industries have discovered in the past, there’s no escaping legislation. The food industry in SA will be forced to adapt to new labelling regulations, requiring more transparency and responsibility in their marketing practices.
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