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A claim is any message or representation that is not mandatory. It includes pictorial, graphic or symbolic representation in any form, which states, suggests or implies that a food has a particular characteristic. Claims are used to make products more attractive or to help the consumer to choose the right product.

Regulation (EC) no. 1924/2006 states some rules for nutritional claims, heath claims, and quality claims, but the matter of misleading must also be part of the justification.