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Key FDA Regulatory Developments That Can Greatly Affect Food Advertising

Raqiyyah Pippins

Key FDA Regulatory Developments That Can Greatly Affect Food Advertising
FG Trade via Getty Images

On January 16, 2025, the Food & Drug Administration (FDA or the Agency) published a proposed rule requiring front-of-package (FOP) nutrition labels on most foods that bear a Nutrition Facts label. The rule follows the issuance of FDA’s new final rule defining “healthy” and the 2025 Dietary Guidelines Advisory Committee (DGAC) Scientific Report to the Secretaries of the U.S. Department of Health and Human Services (HHS) and the U.S. Department of Agriculture recommending their updates to the U.S. Dietary Guidelines for Americans.

Taken together,  FDA’s proposed rule and related regulatory action reflects the government’s heightened focus on nutrition policy, as it aims to combat an increase in diet-related chronic diseases in the United States.  This article provides a brief overview of these updates, to assist practitioners with advising their food clients on trends related to the nutritional claims and representations that they can make for their products in years to come.

FDA’s Updated Definition of “Healthy”

Since 1994, FDA has regulated whether food manufacturers could claim that their food products are “healthy.” On December 27, 2024, FDA published the Final Rule, which establishes revised standards for when companies may use “healthy” or similar terms to describe food products. FDA first issued the proposed rule on September 29, 2022. The Final Rule marks FDA’s first update to the standard for “healthy” claims since 1994.

The Final Rule updates the definition of the implied nutrient content claim “healthy” to be consistent with current nutrition sciences and federal dietary guidelines, particularly the Dietary Guidelines. The goal of the Final Rule is to help consumers identify which foods are particularly useful as a foundation of a nutritious diet. The Final Rule limits the amount of added sugar, saturated fat, and sodium in foods that carry the “healthy” claim, while at the same time updating the definition to include foods that are higher in healthy fats. In the preamble, FDA also stresses that foods that do not meet the updated definition of “healthy” are not unhealthy, but that other food products “can still be incorporated as part of a healthy dietary pattern.”

For a food to be defined as “healthy” or other specified variations of that word (such as healthful, healthier, healthfulness), it must fit into one of the six food groups that FDA has specified. These food groups are derived from the Dietary Guidelines, along with the addition of oils. A food group equivalent (FGE) is one that has a qualifying amount of food from each food group based on the nutritional content. The qualifying food amounts that must be in an FGE are taken from the Dietary Guidelines, 2020-2025 and will depend on the type of food group:

  • Vegetables: half cup equivalent
  • Fruit: half cup equivalent
  • Grains: three-quarters of an ounce equivalent to whole grain
  • Dairy: two-thirds cup equivalent
  • Protein:
    • Game meat: one and a half ounces equivalent
    • Seafood: one ounce equivalent
    • Egg: one ounce equivalent
    • Beans, peas, or lentils: one ounce equivalent
    • Nuts and seeds, or soy products: one ounce equivalent

Food products can contain multiple types of FGEs depending on the product. A mixed product must contain the amounts for one total FGE and no less than one quarter FGE from at least two food groups. A main product dish must contain two total FGEs with no less than a half FGE from at least two food groups. A meal product must contain three total FGEs with no less than a half FGE from at least three food groups.

There are also specific limits to the amount of added sugars, saturated fats, and sodium present in an FGE. These limits depend on the type of FGE and are based on a percentage of the Daily Value for these nutrients. There will be enforcement discretion for some of these limits. For example, FDA noted in the Final Rule that it would exercise enforcement discretion for the added sugar limits for cranberry and tart cherry products because these products are often nutritious and would not be palatable without added sugar because of the lack of sugar found in the fruits.

FDA stated that it does not consider high intensity (low and no calorie) sweeteners to be added sugars. The addition of these artificial sweeteners thus does not factor into determining whether a product will meet the definition of “healthy.”

For foods where it is unclear from the label what FGEs are in the product, manufacturers must establish and maintain certain records if they wish to label their food “healthy.” Manufacturers must keep records for a period of at least two years after introduction or delivery for introduction into interstate commerce. The records must be provided to FDA upon request during an inspection.

In publishing the Final Rule, FDA stated that the definition of “healthy” is consistent with the current nutrition science and the federal dietary guidelines. FDA stated that 75% of Americans have low vegetable, fruit, and dairy intake, 63% exceed the limit for added sugars, 77% exceed the limit for saturated fat, and 90% exceed the Chronic Disease Risk Reduction limits for sodium. On its website, FDA stated that the updated “healthy” claim will now allow for a “healthy” claim to be used with respect to foods such as water; avocados; nuts and seeds; higher fat fish such as salmon; olive oil; and fresh, frozen, or canned fruits and vegetables. Based on the standards in the Final Rule, food products that can no longer be labeled as “healthy” include fortified white bread, highly sweetened yogurt, and highly sweetened cereal.

FDA’s Proposed Front-of-Pack Nutrition Label Rule

Weeks after publishing the final rule regarding “healthy,” FDA published a proposed rule requiring front-of-package (FOP) nutrition labels on most foods that bear a Nutrition Facts label. The proposed FOP label will be a “compact informational box containing certain nutrient information” regarding the food’s saturated fat, sodium, and added sugar content. According to the proposed rule, FDA chose these nutrients due to their “significance in building healthy dietary patterns.” FDA has also proposed amending the nutrient content claim definition for the term low sodium (including derivatives such as “low in sodium” and “little sodium”) and low saturated fat (including derivatives such as “low in saturated fat” and “a little saturated fat”).

The proposed rule would add a requirement for certain nutrition information regarding nutrients to limit in the diet to appear in a FOP compact informational box contained on the principal display panel or bulk food labelling for most foods that bear a Nutrition Facts label. In pertinent part, the proposed FOP label would describe the relative amount of these nutrients in a serving of food, by listing the serving size and the percentage of the recommended daily value for saturated fat, sodium, and added sugars contained in the food product. In addition to having the daily value percentages for these nutrients, the FOP label will also contain a “low, medium (abbreviated to “med”), and high” evaluation for each of these nutrients. An example of an FOP label published by the FDA in the proposed rule is below:

via FDA.gov

via FDA.gov

According to the proposed rule, a food is low for a certain nutrient if it is 5% or less of the daily recommended value for that nutrient; medium for the nutrient if the percentage is between 6% and 19%; and high for the nutrient if the food contains 20% or higher of the recommended daily value for that nutrient. A few other requirements include:

  • The FOP label be “somewhere in the top third of the principal display panel, without specifying the exact location”
  • A single, easy-to-read type style be used for the FOP label with the proposed style aligning with the Nutrition Fact label’s type style requirements
  • The font be in black and a minimum font size of at least eight point
  • All the font used in the FOP label be in bold or extra-bold except the “Per Serving” heading with the “Nutrition Info” and “% Daily Value” subheading in extra bold

No other information would be allowed on the FOP label.

In support of the proposed rule, the Agency notes the increased prevalence of diet-related chronic diseases and conditions, which are the leading cause of death and disability in the United States. The Agency also relies on the recommendations from the Dietary Guidelines for Americans, 2020-2025, which recommends limiting the intake of saturated fat, sodium, and added sugars. According to the preamble to the proposed rule, “the proposed rule would provide consumers, including those who have lower nutrition knowledge, with interpretive nutrition information that can help them to quickly and easily identify how foods can be part of a healthy diet.” FDA considers this proposal to be a part of a “whole-government approach” to reduce the burden of diet-related chronic diseases and believes that adding FOP labels will help achieve that goal by providing consumers with greater and more visible nutrition information.

Scientific Report of the 2025 Dietary Guidelines Advisory Committee

Importantly, both the Final Rule on “healthy” and proposed rule regarding FOP labeling extensively use scientific data published in the former Dietary Guidelines and the upcoming 2025 Dietary Guidelines. The Scientific Report was submitted to the secretaries of HHS and USDA on December 10, 2024, and is currently open for public comment. The Scientific Report will inform USDA and HHS as they develop the Dietary Guidelines, 2025-2030, which are scheduled to be published later in 2025. However, the Dietary Guidelines are also subject to input from the Secretaries of HHS and USDA, and President-elect Trump’s nominee to head HHS, Robert F. Kennedy Jr., has demonstrated skepticism towards the Dietary Guidelines and could seek to influence their content.

In the Scientific Report, the DGAC recognized the role that poor nutrition plays in chronic health conditions. The DGAC stated that there is significant data showing the disparities in nutrition-related chronic health conditions between sociodemographic groups. The Scientific Report noted that almost all Americans could benefit from shifting to a healthier diet. The DGAC also looked at the dietary intakes across different stages of life to determine whether current dietary intakes are fostering a healthy lifestyle.

The DGAC stated that a healthier dietary pattern included foods that are higher in vegetables, fruits, legumes, nuts, whole grains, fish/seafood, and vegetable oils, and lower in foods such as red and processed meats, sugar-sweetened foods and beverages, refined grains, and saturated fats. The DGAC also noted that there are cardiovascular health benefits to switching from butter, processed and unprocessed red meat, and dairy towards the consumption of plant-based food sources.

Although the DGAC also noted that sugar-sweetened beverages are associated with unfavorable health outcomes, they have not changed the current recommendations for primary consumption of unsweetened fat-free and low-fat milk. The DGAC also noted that there was no relationship between 100% juice consumption and any adverse or beneficial health effects. They did, however, emphasize that water should be the primary beverage for all individuals and that sugar-sweetened beverage consumption should be limited.

The DGAC did not propose the addition of a new dietary pattern, but instead found additional evidence to support potential modification from the 2020 Healthy U.S. Style Dietary Patterns. This included modifications such as an increase in beans, peas, and lentils, and a decrease in starchy vegetables and a reduction in total protein foods.

What Does This Mean For Food Advertising

The new year brings a heightened focus on nutrition policy in the United States that can have a significant impact on the regulatory scheme governing the manufacture, labeling, and sale of food products in the United States.  In addition to the recent developments, FDA’s Unified Agenda for 2025 includes a final rule on food labeling regarding health claims for soy protein and coronary heart disease, and a proposed rule regarding general principles and food standards modernization.

Companies interested in promoting their products as “healthy” or other nutritional benefits of their portfolio should examine these changes to see if it modifies the risk profile for prior marketing strategies.  Importantly, the new regulatory standards and determinations by the DGAC committee could trigger heightened scrutiny by the plaintiffs bar of marketing practices that are inconsistent with FDA’s position on what is “healthy” versus a “nutrient of concern” or are believed to have a disparate impact on communities of concern.  For this reason, monitoring FDA regulatory activity should remain a central component in devising food marketing strategies for years to come.

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