According to Food Chemical News (I am hoping this link works), the European Food Standards Agency (EFSA) has just rejected 7 or 8 health claims proposed by food companies for marketing purposes.  It looks like EFSA–what a concept–is trying to hold health claims to some reasonable level of scientific substantiation.  It turned down petitions from a company wanting to advertise a soy and flaxweed product as “induces bone formation and increases bone mineral density,” and the National Dairy Council of Ireland which proposed that three dairy servings a day promoted healthy weight during childhood and adolescence.  Although it agreed that Unilever could claim that plant sterols lowered blood cholesterol,” it took out the words “significantly” and “is proven.”  Food Chemical News says these decisions sent “shockwaves through the food industry.” I’ll bet.