Defra has introduced new rules on food labelling which aim to make food claims more honest and straightforward. The rules cover country of origin labelling, clarity of food labelling, allergy advice and the use of palm oil.

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Unsustainable palm oil production is thought to be a major force driving climate change, and is responsible for around two thirds of deforestation in Indonesia, where many palm plantations are based. At the beginning of the month, the Westminster government made a pledge to source 100 percent sustainable palm oil by 2015, though wildlife and environment groups WWF responded that the commitment "does not convey clearly enough the need to take action now" and advised "The whole UK palm oil industry from traders and processors through to manufacturers needs to [commit] to using 100% RSPO certified palm oil."

The British Retail Consortium has also suggested the government’s targets may be too weak to be effective.

Food and farming minister David Heath unveiled a raft of new policies on Wednesday (7th November). He announced that the new regulations follow on from government demands for stronger labelling across the whole of the EU, which are now being put into place in the UK.

Heath said, "The Government is tightening up rules to make it easier for shoppers to make more informed decisions for themselves and their families at the tills. We fought long and hard in Europe for more honest labelling so that people can make up their own minds about what they eat. We are making it easier for consumers to know what’s in the food and drink that they buy, while at the same time cutting red tape for businesses."

efra has begun a consultation on Food Information Regulations which could see 14 pieces of legislation consolidated into one as part of its 'red tape challenge,' which aims to improve conditions for business in the UK by removing regulations, though some have argued this 'challenge' is adversely affecting consumers and workers.

Nevertheless, Defra said new regulations being introduced will ensure:

• country of origin labelling is a mandatory requirement (though the farming minister said this would be subject to European Commission rules);
• information written on labels is legible, through the introduction of a minimum font size;
• that food containing nanomaterial ingredients needs to state that clearly on the label;
• that businesses state the plant origin of the oil in the product, for example palm oil in an effort to drive sustainable oil consumption;

The new rules will be implemented gradually to ease the burden on businesses; Defra said and the department acknowledged that "There are still some final decisions to be made about how to implement these Food Information Regulations," which it claims will be addressed over the course of its consultation.

However, the government’s approach is not without its critics. Professor Tim Lang, a food policy expert and former hill farmer based at London’s City University, has suggested labelling laws simply refocus the responsibility for increasing sustainability in the food system onto consumers, and that this is unlikely to be effective in driving change. Ahead of proposed changes to food labelling in 2009 professor Lang criticised the individualising effects and shift of focus that such labelling laws bring, stating that "The neoliberal model, which was introduced in the 1970s and which is now in a mess, has introduced the notion that consumer information is the root of social change."

He said that, although labelling may help provide greater awareness around an issue, for example on the type of plant oil used in a given product, this will not necessarily equip customers with the knowledge needed to make an informed choice. He argued that more fundamental changes are needed to ensure a sustainable food system. Lang said, "Do I think that putting lots of things on a label will resolve complex problems? No… that’s putting the responsibility onto the individual consumer, who maybe hasn’t got the time, hasn’t got the money, hasn’t got the inclination to make that decision; so we’re actually dumping onto consumers what is a structural problem."

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