Danone Withdraws Requests That EFSA Approve Health Claims for Yogurt Products

Danone has reportedly decided not to pursue its applications to the European Food Safety Authority (EFSA) to approve beneficial health claims for two of its yogurt products, Actimel® and Activia®. According to a news source, the company took the action because of changes to European regulation of health claims. Previously, each member state’s regulatory authority decided whether these claims could be made; the U.K.’s Advertising Standards Authority, for example, prohibited an Actimel® TV advertisement in 2009, ruling that evidence did not support company claims that the product could help protect school-age children from illness. Going forward, EFSA will approve advertising health claims, but procedures and criteria to do so are apparently under development. Danone will participate in an EFSA consultation meeting scheduled for June 1, 2010. See BBC News, April 15, 2010.