The European Commission is set to announce a strict new regime that would put tight restrictions on the advertising industry's freedom in creating food campaigns. This will effectively prohibit food firms from claiming that their products enhance 'overall good health or well-being in a non-specific way' or that they improve concentration or state of mind.

Large companies such as Danone and Nestlé stand to lose out, and unsubstantiated claims that products help slimming or weight control will be consigned to the advertising dustbin.

References to advice given by health professionals or doctors could also be stopped.

Some of the most widely used slogans in the food industry would become history, although the proposal faces opposition from food lobbyists who have already branded them 'unacceptable' and 'disproportionate'.

The EU commissioner for health and consumer affairs, David Byrne, is of the view that such claims are 'vague and often meaningless, but also not verifiable'.

The proposals, which are expected to be put forward for approval by April, will also include definitions for terms such as fat-free, low-fat and high-fibre.