The results of the first year of this activity revealed that this is because most EU-approved health claims are expressed in language that is often not accessible to consumers. Moreover, the meanings of approved health claims might change when the original English versions are translated into different EU languages, and people from different linguistic and cultural backgrounds might interpret them differently.
The plan for the second year of this activity is to roll out the digital toolkit for improving the communication of health claims, developed in the first year, to a wider European user-base and create a mobile app powered by data analytics and personalization features to provide customized educational opportunities for consumers in different EU contexts. The toolkit engages consumers in activities to determine how they interact with health claims when they are worded differently or appear in combination with different graphical elements.
The expanded version will adapt the toolkit for three other EU languages (specifically French, German, and Polish) to test cross-cultural and cross-linguistic determinants of consumers’ responses to claims. It will also include a module for manufacturers to find suitable translations for frequently-used claims so that they are within the constraints of the EU regulations.