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It is grounded in EU rules on food law and consumer food information, emphasizing that labelling and advertising must not mislead consumers. The note clarifies scope, operator responsibilities, and provides specific guidance on terms such as Artisan/Artisanal, Farmhouse, Traditional, and Natural, including interpretation in the label context and on a case-by-case basis.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":35,"@type":76,"position":81},"https://docshare.wps.com/document/healthcare/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/guidance-note-no-29-the-use-of-food-marketing-terms/409433/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/guidance-note-no-29-the-use-of-food-marketing-terms/409433.png","ImageObject",300,407,{"name":92,"@type":93},"Blue Pony","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-29","2026-09-28",true,{"@type":102,"interactionType":103,"userInteractionCount":34},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the main legal principle behind using food marketing terms?","Question",{"text":112,"@type":113},"Labelling, advertising, and presentation must not mislead consumers, as outlined in Regulation EC No 178/2002 and referenced within the guidance. 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BACKGROUND 1  \n2. PURPOSE 1  \n3. SCOPE 2  \n4. RESPONSIBILITY OF FOOD BUSINESS OPERATORS 2  \n5. SPECIFIC GUIDELINES ON THE USE  \nOF CERTAIN MARKETING TERMS 3  \n5.1 Artisan/Artisanal 3  \n5.2 Farmhouse 4  \n5.3 Traditional 5  \n5.4 Natural 6  \nWORKING GROUP MEMBERS 9  \n1. BACKGROUND  \nThe labelling and advertising of food is governed by the main principle outlined in Regulation EC No 178/2002 on the general food law:  \n“Without prejudice to more specific provisions of food law, the labelling, advertising and presentation of food or feed, including their shape, appearance or packaging, the packaging materials used, the manner in which they are arranged and the setting in which they are displayed, and the information which is made available about them through whatever medium, shall not mislead consumers.” Article 16  \nIt is recognised that the marketing of food is essential for business development in the food industry and that marketing terms are designed to resonate with consumers. However, when marketing terms are used incorrectly they have the potential to mislead. Consumers should be confident that the foods they buy are accurately and truthfully described and labelled. Food businesses should also be confident that genuine descriptions of their food are not undermined by the use of undefined marketing terms by other food businesses.  \n2. PURPOSE  \nThis document sets out guidance 1 for food manufacturers, retailers and food service businesses to assist in the responsible use of marketing terms when placing their products on the Irish market to ensure they convey clear meanings and are not misleading to consumers. These guidelines will aid in compliance with the rules governing the labelling, advertising and presentation of food as specified in Article 16 of the general food law (Regulation (EC) No 178/2002) and expanded in Article 7 of Regulation (EU) No 1169/2011 on the provision of food information to consumers. The use of these terms should be considered in the context of the label as a whole, the presentation of the product, and on a case-by-case basis.  \n1 Guidance notes from the Food Safety Authority of Ireland are intended to help food businesses to comply with their legal obligations. They are not a substitute for the law. The ultimate arbitrators on compliance with legal provisions are the Irish courts.  \n3. SCOPE  \nThis guidance applies to all foods placed on the Irish market2 except where European or Irish national law covers the use of certain marketing terms for specific foods, e.g. traditional butter3, or where foods are registered as traditional specialities guaranteed (TSG), protected designation of origin (PDO) or protected geographical indication (PGI)4.  \n4. RESPONSIBILITIES OF FOOD BUSINESS OPERATORS  \nFood business operators should ensure that food information provided to consumers is compliant with relevant legislation as a first priority. This includes Regulation (EU) No 1169/2011 on the provision of food information to consumers as well as certain food commodity specific marketing legislation ([https://www.fsai.ie/legislation/food_legislation.html](https://www.fsai.ie/legislation/food_legislation.html)). As a second priority, food business operators should then take account of the guidance contained in this document when placing marketing terms on food labels and when using marketing terms as part of advertising","cbCaiu0jTorNcYxH","https://ap.wps.com/l/cbCaiu0jTorNcYxH","pdf",116991,16,"English","# Contents\n## Background\n## Purpose\n## Scope\n## Responsibility of Food Business Operators\n## Specific guidelines on the use of certain marketing terms\n### Artisan/Artisanal\n### Farmhouse\n### Traditional\n### Natural\n## Working group members","[{\"question\":\"What is the main legal principle behind using food marketing terms?\",\"answer\":\"Labelling, advertising, and presentation must not mislead consumers, as outlined in Regulation EC No 178/2002 and referenced within the guidance. It focuses on accurate, truthful descriptions and preventing improper use of undefined marketing terms.\"},{\"question\":\"Who must follow this guidance note?\",\"answer\":\"The guidance applies to all foods placed on the Irish market, except where EU or Irish national law specifically covers the use of certain marketing terms for specific foods or where foods are registered under schemes such as TSG, PDO, or PGI.\"},{\"question\":\"When can terms like “Traditional” be used with “butter”?\",\"answer\":\"The word “traditional” is allowed together with “butter” only in circumstances defined by Council Regulation (EC) 1234/2007, as stated in the document.\"}]","Guidance Note No. 29 - The Use of Food Marketing Terms | PDF",1790582224]