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Decisions: Comparative Claims

Comparison - "A Lot Less (Naming the Nutrient)"

Question: Under what conditions can the claim "a lot less (naming the nutrient)" be used?

Answer: “A lot less” is not an acceptable comparative claim, only those comparative claims listed in the table following B.01.513 are acceptable. For vitamin and mineral claims, see 7.25 in the 2003 Guide. Modifiers such as “a lot” that change the meaning of a nutrient content claim may not precede or follow that claim (B.01.511). For more information, see Table 7-2 of the 2003 Guide. (updated 2006)

Comparisons Across Food Groups

Question: Can foods be compared, with respect to nutrition claims, when they are not in the same food group in Canada's Food Guide to Healthy Eating?

Answer: Only those comparative claims listed in the table following B.01.513 may be used on food labels or in advertising. The tables (both in the Food and Drug Regulations and in the 2003 Guide) set out both the food conditions which must be met when making comparative claims (see column 2) and the labelling and advertising conditions (see column 3). In general, comparative claims must:

• involve similar foods, or foods of the same food group depending on the type of claim;
• clearly identify the foods being compared and the differences between them; and
• be based on differences which are both nutritionally and analytically significant.

Generally, comparisons with respect to nutrition claims are restricted to foods which are in the same food group, e.g. tofu sausage may be compared with regular sausage made with meat, or foods which are compared to a similar reference food e.g. skim milk compared to whole milk.

More information on comparative claims and foods which may be compared can be found in section 7.9 of the 2003 Guide to Food Labelling and Advertising. (updated 2006)