Most natural or sustainable labels on products bought from supermarkets are reportedly false.

A group of Australian researchers has revealed that terms like 'natural' or 'sustainable' mentioned on food products sold in supermarkets are often merely marketing ploys and not scientifically proven facts. Researchers at the George Institute for Global Health examined over 27,000 packaged food products sold in supermarket chains Coles, Woolworths, Aldi, IGA, and Harris Farm, finding that approximately 4 out of every 10 products included such sustainability claims.

Alexandra Jones, head of the research team, points out that manufacturers are unfairly exploiting consumers' strong interest in eco-friendly and healthy choices. She further states that claims included in these products are often self-declared by the manufacturer without independent certification, leading to a risk of consumer misleading 'greenwashing'. According to the research, words like 'natural' and 'vegan' are widely used, but the lack of a specific legal definition for 'natural' often renders it a meaningless term.

Additionally, another study published in the journal 'Cleaner and Responsible Consumption' revealed that some products labeled as climate-friendly have higher carbon emissions than unlabeled products. It was found that products claiming environmental benefits in high-emission categories, particularly meat and confectionery, actually have significantly higher emissions than other products. Since about half of Australian consumers consider sustainability when purchasing food, researchers emphasize the need for strict regulation and transparent labeling methods for such misleading claims.