Abstract
A theoretical analysis of the American and European Health claims regulations. Following the studies on public communication and understanding of science, I identify the underlying regulatory strategies for the regulations on the presentation of this kind of information on food labelling. Based on empirical studies on perception and purchase intention, I assess the extent to which their communicative approaches contribute to achieving the regulatory objectives. Results: Both regulations follow different approaches depending on their different political objectives; The available studies point to the failure of these objectives in both cases; This seems to be due to underlying classical conceptions about science communication and enculturation.
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