Regulatory Action
in Finland
Press Release: November 23/30, 1998
Temporary ban on sales of NONI fruit juice from Tahiti
In its decision (E 27/216/98) of November 26, 1998, the National
Food Administration has banned the importation, exportation,
trade stocking, offering and all other supplying, of the fruit
juice marketed under the name of NONI until such time as the
brochure which must be supplied in conjunction with sales, and
other information, has been corrected in accordance with the
Food Act and the regulations legislated on the basis of this
Act.
NONI fruit juice is sold throughout Finland by means of network
marketing, and in conjunction with sales of the product claims
associated with health, and pharmaceutical information on the
foodstuff, are systematically presented which are prohibited
under section 6 of the Food Act. In the material in the brochure
connected with sales, reference is made to the effects of the
product in regard to the prevention of illnesses, their treatment
and cure by, among things, listing the complaints that NONI has
been shown to relieve. Among the complaints listed are HIV, cancer,
diabetes, rheumatism, blood pressure, cholesterol, psoriasis,
allergies, heart rhythm abnormality, chronic inflammation, and
aching joints. To prevent any possible side-effects of NONI fruit
juice, the brochure even urges people to reduce the dosage of
prescription medicines. The information given in the brochure
in conjunction with marketing, and other information, is also
to be considered misleading to the consumer, since an impression
is given of the nature of the product and its properties leading
one to believe that the product is a medicine, not a food.
In addition to the brochure material contravening the Food
Act regulations, the product contains a food ingredient from
a plant (Morinda citrifolia) the utilization of which in the
EU has thus far been extremely slight. Thus, it is possible that
the ingredient is a novel food complying with the Novel Food
Regulation (258/1997) which should have been brought on to the
markets in a way compliant with stipulated procedures.
After careful deliberation, the National Food Administration
has decided that protecting the consumers' health and economy
from misleading marketing calls for immediate steps to be taken
in regard to banning the sale, marketing and importation of this
product.
For the lifting of the temporary ban the National Food Administration
orders the importers, vendors and marketers responsible for the
product to rectify the brochures and other information used for
marketing and selling so that these no longer portray health
effects contrary to the Food Act regulations according to which
the product would have effects preventing, treating or curing
illnesses. For supervising adherence to the regulations, information
is required to be supplied to the National Food Administration
on entrepreneurs and persons acting as network vendors, marketers
and importers for the product. The National Food Administration
also directs the parties responsible to determine whether the
product is a novel foodstuff compliant with the Novel Foodstuff
Regulation.
Further information:
- Chief Inspector Jorma Pitkänen, National Food Administration,
tel. 358-(0)9 7726 7620
- Barrister Hanna Brotherus, National Food Administration,
tel. 358-(0)9 7726 7603
- Manager Kalevi Salminen, National Food Administration, tel.
358-(0)9 7726 7600
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