The distance between what a label is permitted to say and what a reader takes from it
What the label states, what people hear, the vocabulary UK guidance uses, and the point at which a labelling question stops being a labelling question.
What the label says and what people hear: the distance this publication is about
Every element of a sun protection label has a precise meaning and a popular one, and the two are systematically different in the same direction.
The gap · 13 minThe vocabulary of UK sun safety guidance, and the care taken over it
The words the NHS, NICE, Cancer Research UK and the British Association of Dermatologists use are chosen deliberately, and they differ from the words a pack uses.
The gap · 12 minWhen a labelling question becomes a medical one, and why we stop there
A publication about claim language has a boundary, and it is worth setting out precisely where it is and what sits on the other side of it.
The gap · 12 minThe wording note
One email a fortnight on sun protection claim language: what changed in the codes, what a published ruling turned on, and one phrase examined in full. Written for people who write, approve or check labels and advertising. Unsubscribe whenever you like.
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