Proposed changes to measurement labelling laws spark consumer group criticism

Consumers who seek value for money at the supermarket checkout know that size really does matter.

Whether it's biscuits, chocolate or cosmetics, shoppers can always check a product's quantity on its packet.

But weight and volume markings could soon be moved from the front of packaging, if an industry proposal to "cut red tape" is met.

In response to the proposed changes, consumer group Choice has launched a campaign, calling on government to protect shoppers' ability to compare value for money.

"You only have to look at the inconsistent sizing across products ... to realise how confusing it is for consumers to compare products," said Choice spokesman Tom Godfrey.

"Biscuit lovers might be shocked to learn that if they buy Arnott's Chewy Caramel Tim Tams, instead of the Tim Tam Originals, they'll end up with 25 grams less, or nine biscuits instead of 11."

Mr Godfrey also pointed to Cadbury's Marvellous Creations family chocolate blocks, the weights of which fluctuate by 18 per cent between flavours, despite sporting the same price tag.

Under current national trade measurement regulations, markings showing the product's exact weight or volume must appear on the front of packaged products.

However the government has called for feedback on options for reform, including leaving the regulations as they are, clarifying "specific regulations and add[ing] an exclusion of cosmetic products," and "implementing a principles-based approach".

Assistant Minister for Industry, Innovation and Science Craig Laundy, who will lead the review, last month said it was prompted by businesses, who found "that the current regulations are too prescriptive and need to be reviewed".

A Department of Industry, Innovation and Science spokesman told Fairfax Media the government was canvassing the views of all consumers, but maintained that quantity markings would remain on products, no matter the review outcome.

"It is expected that if a principles-based approach is adopted, the most obvious change that consumers may notice is removal of ... the front of the package requirement," he said.

It is understood the cosmetic industry has been the most vocal sector in advocating for a change due to a higher proportion of products that currently require relabelling, largely for imports from the EU.

"Providing an exemption for cosmetics would alleviate the cost incurred from these regulations," the department spokesman said.

In the Arnotts Tim Tam range, Original and Classic Dark are the only products to have 11 biscuits.

All other flavours "have always contained nine" as they are "more complicated to make and use extra or more expensive ingredients," an Arnotts spokeswoman said.

"As well as displaying the gram size on the front of packets, we also display the number of biscuits. Arnott's has no plans to change this in the future."

An Australian Food and Grocery Council spokesman said the "rigidity" of current regulations meant consumers paid more, especially for imported premium products, "where the distributors have had to 'over-sticker' their labels in order to comply".

"[There are] currently 16 rules which govern the way the weight or volume of a product is labelled. To put this in perspective, all other information ... has only four requirements."

He said the council supported a consistent approach that merely required markings to be "legible, prominent, in metric units and in colour contrast".

It is understood companies who import high-end products, such as champagne or cosmetics, would be the most likely to take advantage of any changes to move measurements to the back of packaging.

Mr Godfrey argued that, while the proposal was designed to "remove red tape", it was not in the interest of consumers.

"Our research has shown hiding the quantity information on the back of pack is likely to short-change 74 per cent of people who consider it important," he said.

A Cadbury (Mondelez) spokeswoman said the weight of blocks across the Cadbury Dairy Milk range varied, depending on the fillings and pieces.