Everyone knows that a product cannot be held to "prevent or cure" a specific disease or condition without first undergoing rigorous, extensive testing to satisfy the FDA that the product both does what it says it does and does no harm in the process. Such testing very expensive and well beyond the budget of most product managers.
Products that do not complete such testing still have some options for making health claims on their packaging though.
"Authorized" health claims in food labeling are claims that have been reviewed by FDA and are allowed on food products or dietary supplements to show that a food or food component may reduce the risk of a disease or a health-related condition. An example of an Authorized Health Claim can be found on every box of Cheerios cereal.
"Three grams of fiber daily from whole gain oat foods like Cheerios cereal, in a diet low in saturated fat and cholesterol, may reduce the risk of heart disease."
No fine print. No asterisk. The FDA has determined that there is sufficient scientific evidence supporting the claim, and that the product does indeed contain whole grain oats, to allow General Mills to make this claim on its packaging. Such claims are supported by scientific evidence and may be used on conventional foods and on dietary supplements to characterize a relationship between a substance (a specific food component or a specific food - whole grain oats) and a disease or health-related condition (e.g., heart disease). Its not a very high bar, but its not a lie.
And yet it is too high a standard for many producers.
Thus we have the "Qualified" health claim. Qualified health claims are supported by some scientific evidence, but do not meet the significant scientific agreement standard. Read that again. They do not rise to the standard of significant (let alone conclusive) scientific evidence. In order to distinguish it from an Authorized claim, the FDA requires Qualified claims to bear a footnote stating that "The FDA has concluded that the scientific evidence supporting this claim is limited and inconsistent." In other words, maybe it does what it says. And maybe it doesn't.
An example of a Qualified Health Claim would be Ocean Spray Cranberry Juice Cocktail (basically cranberry flavored sugar water) claiming prominently that
"Consuming one serving each day of Cranberry Juice Cocktail may help reduce the risk of recurring urinary tract infection in healthy women."
The evidence for that is mixed," according to Ruth Jepson, professor of public health at the University of Edinburgh. "Cranberry juice does not appear to have any significant benefit in preventing UTIs."
Yet there it is, right on the bottle. Also on the bottle, in teeny, tiny print that you are lucky to even find let alone read, is the FDA's qualifying statement. Its bad enough that people can be mislead by claims like theses, but often the product is not even a remotely healthy choice.
As always, no one had you back on this, so caveat emptor.