There are currently a number of ambiguous terms printed on packages of food, such as "clinically proven", "natural", "whole", "genuine", and "traditional". Certain words are selected to be emotive rather than informative, so it seems that manufacturers are doing little more than paying lip service to legal requirements, rather than providing clear information for consumers. This briefing begins by looking at the confusion derived from terms and definitions used on food packaging, and how this affects consumer confidence in the food industry. It highlights the need for manufacturers and retailers to establish trust, what consumers really want, and the need for accuracy, clarity and transparency. The issues of special needs, and labelling to promote health and combating obesity are also discussed, outlining the requirements of consumers with allergies, visual impairments, diabetes and GI.