Australia’s voluntary Health Star Ratings (HSR) system increases transparency and makes it easier for consumers to select healthier food products, encouraging healthier diets. As the final deadline for manufacturers to voluntarily adopt these ratings approaches, this system is at an important crossroads. The HSR system as we know it today was fully brought into being in 2014. It assigns packaged food and drink products a score from 0.5 to 5 stars, according to their nutritional profile. As the state’s recent surveys and many experts agree, there is increasing frustration with how well the system works and the overall level of transparency.
The HSR system, developed in consultation with industry and public health representatives, utilizes an online calculator that evaluates four negative nutrients: kilojoules, saturated fat, sugars, and sodium. Manufacturers can improve their product ratings by adding positive ingredients like fiber, protein, nuts, and fruits. Critics have said that this unique approach provides enough room for negative attributes to be canceled out by positive ones, misleading consumers in the process.
Sarah Dickie, a research fellow at Monash University, explains why she’s very worried about the new model. She argues that it is not doing a good enough job of pointing consumers to healthier choices.
“Something that actually puts a warning label on junk foods and points out the products that we shouldn’t be eating is going to be more effective than this kind of ranking-based system that is positive,” – Sarah Dickie
Recent evidence commissioned by VicHealth highlights why providing nutrition information should matter to consumers’ purchasing decisions. In our 2024 Future of Food Choices survey, nutrition was the second biggest determinant of food choices, only slightly behind price. Over three-quarters of our respondents showed distrust in food labels, highlighting the need for more transparency.
Roughly two-thirds of those surveyed supported requiring HSR as part of a unified national system. They say this would be a game-changer and enhance its usefulness tremendously. In fact, 65% of respondents thought a mandatory system would make their purchasing decisions easier. According to a 2023 Cancer Council survey, it’s a feeling shared by the vast majority of Australians. A whopping 82% of adults think Health Star Ratings (HSR) should be shown on all packaged foods.
Yet despite all of this, the implementation of Health Star Ratings has plateaued in recent years. As of last November, just 35% of planned products showed a star rating. This is up from 31% the year before. Projections for 2025 predict an uptake industry-wide of just 37%. The goal established by the federal government is for 70% of applicable products to include HSR by FY23. This deadline has turned out to be extremely important for manufacturers.
Yet the deficiencies of the HSR system go further than its lack of widespread use. Critics point out a huge blindspot with the system — it doesn’t take artificial sweeteners into account. This blindspot allows ultra-processed products such as zero-sugar soft drinks and cordials to receive ratings up to 3.5 stars.
Magriet Raxworthy shines a light on the ridiculousness of these ratings. This demonstrates how super processed products, such as Up & Go, can receive “Health Star” ratings despite being nutritionally void and unhealthy.
“You can go around the supermarket and find things that are heavily processed… They tend to be using them for their healthier products and exploiting the HSR as a marketing tool, and avoiding putting it on unhealthy products.” – Alexandra Jones
The Department of Health continues to argue that the Health Star Ratings have a role to play in enabling consumers to make informed choices.
“There’s no nutritional value [in artificially-sweetened soft drink]. If you’re having those from a young age, you’re developing a taste for sweetness, which is not good for your dietary habits.” – Magriet Raxworthy
With Australia fast approaching the end of its voluntary compliance period with the HSR system, the demand for reform becomes more acute. Most of those experts are calling for a move to a warning-based system. This method would further emphasize unhealthy choices instead of only focusing on favorable rankings.
“Health Stars help consumers to quickly and easily compare similar products. It won’t help you to choose between bacon and breakfast cereal. But if you’ve decided to buy breakfast cereal then it will help you to choose a healthier option.” – Department of Health spokesperson
Even with the challenges HSR has experienced as a system, Dickie holds on to hope for its potential game changing effect should HSR be properly reformed.
“Our preference would be to change it to a warning-based system,” – Sarah Dickie
Despite the challenges facing the HSR system, Dickie remains optimistic about its potential impact if reformed.
“I do believe it is going to set us on a motion in the right direction, and certainly enabling the Australian public to make more informed choices,” – Sarah Dickie
