Sensory claims: make them credible with ISO 20784

A laundry detergent that washes whiter, a cake that is crispier, a shower gel that makes skin softer: these are all marketing claims that are easy to make... but not so easy to prove! The brand new voluntary standard NF ISO 20784 will be a great help to manufacturers seeking credibility and objectivity. It sets out recommendations for justifying claims made about products, using sensory and/or consumer studies. And it does so on an international scale: in a globalized economy, we need to speak the same language. We take a closer look with Lise Dreyfuss, Head of Innovation at SAM Sensory and Marketing International and Chair of the AFNOR commission that brought together the French experts who took part in the international work.

You oversaw the development of the NF ISO 20784 standard on sensory analysis. What purpose does it serve?

Lise Dreyfuss – In a competitive environment, companies stand out with sensory claims: whiter, softer, crispier, etc. But this type of argument is risky, because it quickly leads to the question: "What are you basing that on?" The new voluntary standard ensures that what is said about a product is verified by solid studies. This lends credibility to the promise. From an ethical standpoint, companies are responsible for the message they convey to consumers, and they want to be able to prove that what they advertise is true.

Precisely, how can the veracity of a sensory claim be established?

Lise Dreyfuss – If a brewer claims that his beer is the one that "contains the most malt," you can simply compare the ingredient lists of different beers to verify this. But if they claim that their beer is "even more hoppy" or has a "unique" malt flavor, they are appealing to the human senses' perception of the beer's taste properties, which introduces a degree of subjectivity. The solution to verify this claim is to use sensory analysis: only the opinions of target consumers or sensory experts gathered in a panel can support these claims and determine that no other beer had this malty taste. But sensory analysis is a science. And science means protocol; rules must be followed: ensuring that a sufficiently large and representative number of consumers are surveyed, that their consumption profile is representative of the product's target audience, that the study design is scientifically sound, etc. This protocol is now standardized. The standard therefore allows us to have confidence in the perceptions obtained from consumers or sensory panelists.

The standard therefore lends credibility to a promise. Does it have legal force?

Lise Dreyfuss – The standard will help manufacturers prepare cases in the event of disputes, whether it be a complaint by one brand against another, a class action lawsuit in the United States, or a referral to the DGCCRF in France. If they apply it properly, they will have proof that their claims are true, perceptible, and proven. It is therefore understandable why this standard was eagerly awaited, particularly by players in the cosmetics sector. Today, in this sector, many claims relate to the notion of effectiveness: anti-wrinkle effectiveness, slimming effectiveness, etc. These claims are easily measurable with clinical tests. On the other hand, it is more difficult when a product is said to "make the skin softer" or "make the hair shinier," which are more subjective notions. The way in which these claims are obtained is now regulated by the standard. All the experts gathered around the standardization table recognize that the standard will make their lives easier! We had a hard time reaching a consensus, but this standard is strict enough to meet the expectations of Americans, where class actions are commonplace, while not being too restrictive for Europeans.