AbstractThe European Nutrition and Health Claims Regulation ensures that any claims on European Union food labels are substantiated by robust scientific evidence; is this promoting innovation in the food industry and enabling consumers to make meaningful food choices? This paper provides an overview of the Regulation and some of the issues that have arisen since its implementation in 2007, with examples. It also discusses several European Commission‐funded projects that are underway, in particular BACCHUS (FP7/2007–2013; 312090: www.bacchus‐fp7.eu) that is providing support to small‐ and medium‐sized enterprises that are considering whether to use or apply for health claims.