Product label accuracy, clarity, and completeness matter more than ever. With so much complexity and dysfunction in today’s world, product manufacturers would be well-advised to pay paramount attention when developing their labels and checking them against products.

Unfortunately, sloppiness and inaccuracy have become commonplace – just the opposite of what customer service-starved consumers deserve.

There are the obvious – and ludicrous – inclusions on product labels that make you wonder about the IQ and/or attention span of those responsible for creating the content and checking accuracy.

Here are a few oldies but goodies going back to 2010, courtesy of an NHS Creative article: “Here are some calamitous examples of what can happen if product labels are not correctly proof-read, a warning to anyone who ever signs off on marketing material!… pudding (“Product will be hot after heating”)…on packaging for [an iron] (“Do not iron clothes on body”)…children’s cough medicine (“Do not drive car or operate machinery”)…on a Korean kitchen knife (“Warning: keep out of children”)…on a string of Chinese made Christmas lights (“For indoor or outdoor use only”)…on a Swedish chainsaw (“Do not attempt to stop chain with your hands”).

The article continues, “Interestingly, it’s the context within which the final product label is read that makes some of these basic errors particularly amusing, something that is easy to overlook when sitting at your desk in the office. When proofreading marketing material, the lesson is to always put yourself in the position of the recipient of your message.”

While these types of gaffes indicate lack of common sense and inattention, others are potentially far more concerning.

For example, a year-end 2023 article in news.medical.net notes: “Study exposes widespread inaccuracies in cannabidiol product labeling…Scientists at the North-West University, South Africa, have recently tested the cannabidiol content of many commercial products and found discrepancies between the actual amount and the claimed amount of cannabidiol present in these products…Cannabidiol is the second most active compound found in cannabis plants. With the recent relaxation in cannabis use law, a sharp increase in commercial products containing cannabidiol has been observed worldwide…One major problem associated with cannabidiol-containing products is the misleading and false claims made by the manufacturers regarding the health benefits of these products. Such misleading health claims can potentially put consumers at risk of developing serious health complications because of not getting the actual medication or treatment they need.”

Besides consumer health issues – comprising a serious breach of positive customer service practices – lack of clarity and accuracy can have serious financial and reputation consequences for the product manufacturer. Consequently, the consumers relying on these problem products may not be able to get them, another customer service challenge.

An article in haccpmentor.com addresses problems associated with incorrect food labeling. Hazard Analysis and Critical Control Point (HAACP) is an internationally recognized system for reducing the risk of safety hazards in food. Notes the article: “There can be varying consequences associated with incorrect food labeling. The worst-case scenario is causing the death of one of your consumers. This can occur if the mislabeled or incorrectly packaged product contains a food allergen that the consumer may be allergic to. Other less severe consequences of incorrect food packaging can include: Food recall or withdrawal…a loss in business revenue…delayed production…loss of consumer confidence in your food business and the products produced…an increase in business operational costs associated with rectification…adverse media exposure…private consumer action.”

The article continues: “There can be many different causes of incorrect food labeling, including raw material or ingredient substitution, changes to the recipe, inadequate cleaning, change of supplier, and lack of knowledge. So, what can you do to stop products from being packed into the incorrect food packaging in your food business? All staff should be adequately trained in packing, labeling, and packaging procedures. If you have similar products, ensure the design of the food packaging is distinctive from each other. At a minimum, checks to confirm that the incorrect food packaging has not been used should be implemented on the first product packed and the last product packed, for each food product. As an additional safeguard, implement product release procedures that include a check of the product packaging and label against what is inside the packaging. Effective regular monitoring and verification of all steps in the packing process are paramount. When you have multiple effective checkpoints implemented, the risk of packing the product into the incorrect food packaging is significantly minimized.”

Making sure product labels are correct, complete, and current in relation to the product inside requires ongoing due diligence and close attention to detail, as well as more than one set of eyes.

Mark Lusky (www.markluskycommunications.com/mark-lusky-bio) is the president of Lusky Enterprises, Inc. (www.markluskycommunications.com), a 41-year-established marketing communications company dedicated to clients that live and breathe trust, likeability, and respect (thereby eschewing the “lie, cheat, steal” culture so prevalent today). Contact him at: 303-621-6136; [email protected].