An EU court ruled Wednesday that a German company selling glucose sugar products cannot advertise with positive health claims because this clashes with official European health messages that consumers should reduce their sugar intake.
The European Commission, which has a role in food safety regulation, has backed scientific advice that sugar intake should be reduced. Excessive sugar consumption can lead to obesity and damage teeth, which in turn can lead to other medical problems.
Glucose is a type of sugar, found in many plants and also in human blood.
In 2011, the Dextro Energy company applied to advertise its products with claims that glucose "supports physical activity" and "contributes to normal energy-yielding metabolism," as well as helping "normal muscle function during exercise," among other things.
The commission rejected the request, arguing that it would send a "contradictory and ambiguous message to consumers," the European Union's General Court wrote Wednesday.
Dextro Energy had filed an appeal with the Luxembourg-based judges against the commission's decision, but the court rejected the appeal.
"The commission did not err in finding that the health claims in question, which highlight only the beneficial effects of glucose for energy metabolism without mentioning the dangers inherent in increased sugar consumption, were ambiguous and misleading," the court wrote.