Endorsements, Approval Stamps and Ticks

Food manufacturers are increasingly using endorsements, approval stamps and ticks on foods to enhance their appeal to consumers. Children's foods are also included in this current trend. Endorsements and approval stamps may originate from an external organisation such as The Heart Foundation or the Glycemic Index Symbol Program, or they may come from the manufacturer themselves.

They are a dynamic marketing tool and enhance the saleability of the foods they are placed on. However, most consumers do not understand the full meaning of these programs and may make purchasing decisions based on trust rather than knowledge.