Purpose The purpose of this paper is to present an experimental study which aims at assessing the potentially misleading effect of graphic elements on food packaging. The authors call these elements potentially misleading elements (PMEs) as they can give customers false expectations. They are...

Purpose – The purpose of this paper is to contribute to the understanding of disagreement between companies and consumers with respect to misleading information and to make suggestions as to how the conflict might be resolved. Design/methodology/approach – Based on qualitative research...