Tick Tock: Time for a Change?

Abstract

Issue addressed: New developments in front-of-pack nutrition labelling are substantially improving the nutrition information available at the point of purchase. This has led to a need to reconsider the role of health logos such as the National Heart Foundation’s ‘Tick’. Methods: Using a qualitative, exploratory approach involving 10 focus groups with adults and children, this study investigated consumers’ attitudes to the Tick and its relevance to their purchase decisions. Results: Both adults and children exhibited awareness of the Tick and its aim to indicate healthier product alternatives. Views on the effectiveness of the Tick were polarised, with some considering it a useful tool and others querying the basis of its licensing arrangements. Conclusions: While the Tick has in the past played a role in assisting consumers to make more informed decisions and encouraging favourable modification of the food supply, recent questions relating to its role and credibility have resulted in the Heart Foundation deciding to retire it. So what?: After a quarter of a century in the Australian marketplace, the National Heart Foundation’s Tick program has been reviewed. The findings of the present study provide insight into consumers’ views of the Tick and suggest that the emergence of more comprehensive food labelling initiatives may make logo-based nutrition labels redundant.