School of Public Health, University of Haifa, Haifa, Israel.
J Hum Nutr Diet. 2014 Feb;27(1):58-68. doi: 10.1111/jhn.12050. Epub 2013 May 9.
Based on the Social Marketing approach and Diffusion of Innovations Theory that indicates the importance of opinion leaders with respect to the spreading of new ideas, concepts or practices within a community, the present study aimed to examine positions and perceptions of Israeli leading dietitians and health officials regarding nutrition labelling and the Choices logo, before it was launched in Israel in February 2011, as well as how they would communicate it to the public as agents of influence.
The study involved in-depth face-to-face and telephone interviews with 15 senior dietitians and Health Ministry officials using semi-structured protocols including questions about nutrition labelling and the Choices logo.
The respondents considered that the nutrition facts panels usually found on the backs of packages are too complicated for the average consumer. Simiularly, fronts of packages are cluttered with advertisements and health claims, causing confusion. The study participants would like to see an integrative label on the front of the package to facilitate consumers' decisions. However, the Choices logo raises ethical and social questions about the conflict between corporate interests and public health: (i) the label's relativity versus objectivity; (ii) the consumer's responsibility to create a balanced diet; (iii) the label's credibility; and (iv) bias against companies, products and audiences.
The results of the present study highlight the importance of a need for an integrated programme of nutrition promotion, including the use of social marketing based on a cooperative effort between the food industry, regulators and professionals, to recommend changes and adjustments in nutritional front of package labelling with the aim of promoting healthier nutrition consumption.
基于社会营销方法和创新扩散理论，该理论表明意见领袖在社区内传播新理念、新概念或新实践方面的重要性，本研究旨在调查以色列领先的营养师和卫生官员在 2011 年 2 月 Choices 标识在以色列推出之前对营养标签和 Choices 标识的立场和看法，以及他们作为影响者将如何向公众传达这一信息。
本研究采用半结构化方案对 15 名资深营养师和卫生部官员进行了深入的面对面和电话访谈，其中包括有关营养标签和 Choices 标识的问题。
受访者认为通常在包装背面找到的营养成分表对普通消费者来说太复杂了。类似地，包装的正面也充斥着广告和健康声明，造成混乱。研究参与者希望在包装的正面看到一个综合标签，以方便消费者做出决定。然而，Choices 标识引发了关于企业利益和公共健康之间冲突的伦理和社会问题：（i）标签的相对性与客观性；（ii）消费者创造均衡饮食的责任；（iii）标签的可信度；以及（iv）对公司、产品和受众的偏见。
本研究结果强调了需要制定综合营养促进计划的重要性，包括利用基于食品行业、监管机构和专业人员之间合作的社会营销，建议对营养标签进行调整，以促进更健康的营养消费。
