Parents Find Health Star Ratings Confusing And Unhelpful. We Need A Better Food Labelling System

(MENAFN- The Conversation) Food labels are intended to support healthy choices. But not all labelling schemes are equal.

Australia currently uses a voluntary Health Star Rating system. Food manufacturers can choose to add a star label to their packaging to indicate how it compares to other similar products. Or they can choose not to show a star rating on a product at all.

The Australian government is now considering making it mandatory.

But our new research on parenting and food in Australia found the Health Star Ratings are often confusing, misunderstood and have little credibility among shoppers.

If Health Stars are mandated, the system will also need a major overhaul to be trusted and useful for shoppers.

How do Health Star Ratings work?

The government set up the front-of-pack Health Star Rating system in 2014 in collaboration with the food industry, public health and consumer groups.

Product ratings range from (bad) 1⁄2 to (good) 5 stars.

Calories, saturated fat, sugars and sodium decrease the rating. Fibre, protein, and the content of fruit, vegetables, nuts and legumes increase it.

The good and bad offset each other. This means companies can strategically formulate products to boost the rating and mask unhealthy ingredients.

Processing and additives – such as sweeteners, colouring, emulsifiers, preservatives and artificial flavourings – are not part of the calculation.

Previous research has found the ratings can incentivise ultra-processed foods over minimally and unprocessed foods, and misrepresent healthfulness. Some researchers have also suggested practical ways to modify the rating algorithm to account for processing.

The Health Star Rating's own consumer research found 74% of consumers do not understand that the rating cannot be used to compare dissimilar products.

What parents told us

In our interviews with 34 parents in Australia, participants often described the Health Star Ratings as“misleading”,“not helpful” and“on the wrong product”. One participant called it the“fake health star rating”.

They gave many examples:

Participants wondered if the Health Stars were something companies paid for, a“marketing thing”.

Positivity bias

Part of the problem with the Health Stars is the positivity bias of the symbol. As one participant put it,“All stars are good. Right?”

Another noted their children comment on the stars, saying“but look Mum, it's five stars.”

However, parents were not convinced:

Participants thought discretionary foods should not have any stars. As one participant said:

Burden on parents

Parents often disregarded the rating. For example:

Instead participants used ingredients lists, apps such as Yuka, and“hours of internet research” to guide healthier choices.

But there was a sense of frustration that the burden was on them. Participants said:

We need a food labelling system that works

Still, the parents we spoke to think a front-of-pack system is valuable. As one participant explained:

Parents repeatedly stated a desire for transparency over food, for information they can trust and food policies that prioritise consumer health.

As one mother put it, the“multi-billion dollar” food industry will not do this on their own, and“that's where the government needs to step in.”

If Health Stars are mandatory, how could labelling be overhauled?

Chile, Mexico, Brazil and other countries, including Canada from 2026, are now using“stop-sign” warnings to steer consumers away from the least healthy products. Large Black Octagons alert consumers to high sugar, sodium and saturated fats, and ultra-processing.

Starting in 2026, a new front-of-package symbol will be required on many Canadian foods and drinks that are high in saturated fat, sugars or salt. Canada/en/health

Evidence shows these warning labels have improved nutrition and public health in other countries and could be an option for Australia.

We need to mandate a fit-for-purpose food labelling system that supports healthy eating. Governments should centre the voices of consumers in these and other national food policies to ensure they work as intended.

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