There’s a sort of alchemy when it comes to adding labels and health claims to the front of food packaging.

While typically well-intentioned, the regulatory space surrounding these call-outs and use of certified labels is ambitious enough that it allows brands to use health claims in ways that are technically and legally true, but typically make a product seem of a higher quality or healthy while not necessarily being so.

According to a recent survey, over half of Americans feel food labels are misleading, and 93% feel that those same companies hide sugar in their products by using different words on the packaging. It’s not difficult to see why. Many commonly used descriptions or labels are unregulated or barely regulated to the point of having little meaning, while others get tightly controlled.