How Accurate Labelling Effects Purchase Decisions

“Would you buy products that you know are coming from Israeli settlements? Many would not.” – Finnish Development Minister Heidi Hautala talking on her blog about the passing legislation to require illegal settlement products be labelled as such. [2012]

SodaStream is aware of this fact as well, which is why products for its European market are now manufactured in Alon Tavor, within the Green Line, and not in Mishor Adumin Industrial Park. The question remains, however, why SodaStream CEO Daniel Birnbaum believes it is acceptable to continue to sell their products illegally manufactured in Mishor Adumin Industrial Park in North America.

Similarly, because in South Africa, products like SodaStream that carry the Made in Israel label violate the new labelling regulations so that consumers can now demand that Israeli settlement products are removed from shelves in line with the Consumer Protection Act in South Africa.

The South African National Consumer Protection Act (CPA) came into effect in April 2011. The purpose of the act is to promote fairness, openness and good business practices between the suppliers of goods and services and the consumers of goods and services.

How the CPA Applies to SodaStream
The CPA gives eight rights to consumers, most notably for our purposes The Right to Disclosure and Information, which states that consumers must be provided with the facts needed to make informed choices and ensure their protection against dishonest or misleading advertising and labelling. Now consumers in South Africa are empowered to have SodaStream removed from store shelves! Now if only Canada would do something similar.

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