The Australian Consumer and Competition Commission (ACCC) has released a guide to succor egg producers better understand how Australian Consumer Law perceives free-range egg claims.
Australian Food News reported that the guide has been published instantaneously to a consultation on the introduction of a national standard for free-range egg labelling in the country. It sets out ACCC's approach to enforcing misleading conducting.
Egg producers have enunciated about the desirability of a countrywide standard to make certain in contrast to unintentional mis-claims of "free-range" which can lead to reputation damage and fines.
"The Australian Consumer Law requires that any statement or representation a business makes when advertising or selling free range eggs must not be misleading or deceptive, or likely to mislead or deceive," ACCC Chairman Rod Sims held in a statement.
The ACCC has set out what it considers to be a "free-range" claim in the guide. It includes: 1) using the words free range on packaging or in advertising material; 2) using words that mean the same thing as free range on packaging or in advertising material; and 3) using pictures of hens ranging freely, including in a grassy field.
"If it is not normal for most of the hens to leave the barn and to move about freely on an open range on most days, making a free range claim is likely to be misleading. This approach accords with common sense", Rod added. "The ACCC acknowledges that laying hens may spend periods indoors and we do not expect to always see hens on the range or expect every hen to be outside every day."
"Indeed, the ACCC does not expect farmers to use a precise approach of tracking hens or head counts. A common sense approach of simply observing that the range is in regular use by a significant proportion of hens on most days is likely to be sufficient," he continued. "On the other hand, we reject claims that it is acceptable to tell consumers that eggs are from free range hens when the outdoor range is not regularly used by the hens - whether this is the result of farming practices or for any other reason."
The publication has also informed that ACCC has formerly embarked on a number of market research and taken legal action against some suppliers it suspected were befuddling customers with "free-range" claims. A number of investigations continue and various cases still remain before the Court.
