Product labeling refers to all the information on a product’s packaging. This includes the product name, brand, capacity, expiration date and price, production date and location, as well as its ingredients, nutritional, and chemical characteristics.
Product labeling is an essential element of a company’s marketing strategy, as it enables clear and precise communication of product characteristics and differentiation from the competition. It also plays an important role in the relationship of trust between the company and the consumer, providing all the characteristics necessary for each person to make an informed purchasing decision.
Product labeling can involve primary packaging, i.e., packaging directly surrounding the product, or secondary packaging, i.e., packaging that groups together several products or the primary packaging.
We can also find product labeling on the products themselves, particularly on consumer goods such as beverages, food, or beauty products. In this case, the label may be printed directly on the product or affixed as a sticker.
Finally, product labeling can also be used on communication media such as catalogs, websites, or advertisements, where it’s used to present the product’s characteristics and differentiate it from the competition.
There are a number of rules to be complied with when it comes to marketing labels, aimed at ensuring the transparency and reliability of the characteristics provided to consumers. These requirements may vary from country to country, and are generally defined by the competent authorities, such as the U.S. Federal Trade Commission or the Food and Drug Administration.
Here are just a few examples of the typical requirements for product labels:
- Compliance with current regulations: comply with the regulations in force in the country where the product is marketed, which may vary according to the type of product and the characteristics to be provided.
- Clarity and legibility of data: present information in a clear and legible manner so that consumers can easily understand it.
- Accuracy and truthfulness: provide accurate and truthful information about the product. Erroneous or misleading information is prohibited.
- Compliance with advertising legislation: comply with advertising legislation and don’t present the product in a way that’s misleading or likely to create false expectations on the part of the consumer.
- Presence of mandatory information: note that certain information is mandatory depending on the type of product, and must be included on the label. For example, the list of ingredients is mandatory for food products, while information on adverse reactions is mandatory for medicated products.
