No more EU health claim guessing games: Pre- and probiotic marketing in 2012

Unless there is a last-minute stay of execution a la botanicals, pre- and probiotic health claim rebuffs are set to become law across the European Union in the first quarter of 2012. Six months after that, local inspectors will have carte blanche to enter retail outlets and strip products from shelves that are carrying non-authorised claims.

But many submissions are being reconsidered – could a different set of scientific criteria end up being applied to those that may permit the EU’s first approved pre- or probiotic claims?