Using nutrient profiling to prevent misleading food marketing.

Madam Lyndal Wellard et al. remind us that marketing products with fruit and vegetable claims is inaccurate and potentially misleading if they do not meet nutrient profiling criteria. In a sample of products advertised on television in Spain, in 2008, we found that 52 % and 57 % of foods and beverages carrying nutrient and health claims, respectively, were for less healthy products, according to the UK Nutrient Profile Model.