ASSESSMENT OF NUTRITIONAL LABELING AND CHARACTERIZATION OF CLAIMS ON SANDWICH COOKIES MARKETED THROUGH E-COMMERCE

Food labels provide consumers with information about product characteristics, and claims may influence purchasing decisions, including those made through digital platforms. Sandwich cookies have been leading this market. This study aimed to assess the compliance of nutritional information and nutritional claims on sandwich cookies labels across four e-commerce platforms of supermarket chains operating in Vitória, ES, Brazil. All active supermarket e-commerce chains and products identified as ‘sandwich cookies’ were included. This descriptive observational study collected label information from online stores using screenshots recorded in a checklist. The information was evaluated according to RDC No 429 and IN No 75, 2020, (nutrition facts table, front-of-pack labeling - FOPL and nutrition claims) and classified as ‘available and compliant,’ ‘available but non-compliant,’ ‘unavailable,’ or ‘not applicable. Nutritional claims (NC) and health claims (HC) were characterized according to the INFORMAS protocol, while claims related to the Dietary Guidelines for the Brazilian Population (DGBPC) referred to environmental aspects. Data were tabulated in Microsoft Excel® and analyzed using absolute and relative frequencies (%). A total of 222 labels were evaluated, distributed across nine flavor categories, with a chocolate predominanting (54.6%). Regarding legislation, only 17 labels (8%) displayed all items required for nutritional labeling. Studies show this limitation in the virtual environment as an international challenge. FOPL was present on 70 labels (32%), all of which were compliant, while only 22 labels (10%) displayed NC. The veracity of these claims could not be verified in 87% of cases due to absence of the nutrition facts table. Although claims are permitted by regulation and can help identify product properties, their presence can distort the perception of product quality. Regarding HC, 22 labels presented them, with "lactose-free" or "free of lactose" (50% and 18.2%) being the most frequent. The term "thermogenic" was also observed on one product. Among NC, “source of vitamins” and “sugar-free” were the most frequent (36.4% and 31.8%, respectively). Illustrations of fruits and chocolate were also observed, potentially conveying perceptions of greater healthfulness, flavor, or quality, despite the absence of substantiating information. Thirteen labels combined HC and NC simultaneously. 14 labels presented DGBPC associated with recycling and sustainability, potentially inducing a false perception of the brand's environmental concern. Children's characters appeared on 15 labels (6.8%), which is relevant given the vulnerable child audience. Overall, 117 labels (52.7%) presented at least one type of claim, and the platforms did not fully display the labeling. Thus, some claims may be hidden. These findings underscore the importance of evaluating communication on food labels, as legislation must be complied and claims may elicit a halo effect, shape perceptions of quality, and influence purchasing and consumption. This reinforces the need for continued regulatory efforts and health-promotion policies.