Labeling statements also can mislead consumers through confusion. Alternatively, brand names may cause confusion. A truthful statement also might be misleading if it causes consumers to draw conclusions about an attribute that is the subject of a claim or if the claim implies superiority or uniqueness. In this case, the paper concludes that consumers can be misled when they misinterpret the intention of the manufacturer. Similarly, a label statement about one ingredient or nutrient might cause consumers to form incorrect assumptions about other ingredients or nutrients.
Endorsements also can be misleading if consumers consider the endorser to be a relative authority.
Consumers may assume incorrectly that an organization logo featured on a product label implies that the product has been endorsed by that organization. When an individual or organization does endorse a product, consumers may believe the endorsement is unbiased if they do not know of a financial relationship between the endorser and the manufacturer. By gaining a better understanding of the types of information that can mislead consumers and the reasons for misinterpretation, regulatory agencies can determine how to prevent these instances, according to the paper. In order to move in this direction, agencies must examine both the nature of consumer interpretation and the aspects of the label itself that might lead to incorrect assumptions. Toward this end, the FDA has employed several regulatory methods to limit consumer misconception, including requiring disclosure of information, setting standards for certain claims and prohibiting some statements entirely.