Thai authorities are stepping up efforts to regulate the marketing of “edible gold”, in response to a growing number of cases of misrepresentation and exaggerated advertising claims.
Gold leaf has had cultural significance in Thailand for centuries, but the edible gold leaf fad is a 21st century phenomenon linked to the rise of social media and luxury dining.
Supamas Isarabhakdi, the Prime Minister’s Office minister who oversees consumer protection, has instructed the Office of the Consumer Protection Board to investigate and ensure edible gold products meet proper standards.
Some products, used for decorating cakes, pastries and other foods for Instagram-worthy luxury appeal, have been falsely advertised as “edible 24K gold”, “food grade”, or other phrases that suggest fitness for human consumption, even though they have not been certified by the relevant agencies.
“I am concerned about consumers who might decide to buy simply because they see the words ‘edible gold’ or ‘24K’, when some of these materials may just be decorative alloys or foils not manufactured for human consumption,” Ms Supamas said on Tuesday.
“Direct use with food could have health consequences if consumed over the long term. Manufacturers must clearly state whether the product is for decoration or actual consumption, instead of leaving consumers to bear the risk themselves.
“I want to emphasise to all online entrepreneurs that you can sell beauty, but you must not sell misinformation,” she added.
Ms Supamas said the Consumer Protection Board is empowered to act against products when deceptive advertising falsely presents them as safe without credible proof.
She added that the CPB is coordinating with the Food and Drug Administration (FDA) and leading online platforms to assess product safety and remove misleading listings, while commending all parties involved for their cooperation in safeguarding consumers.
Her advice to consumers before buying gold leaf or food decoration foil is to check three important points:
- Check the label and product details to see if they clearly state whether it is for decoration or consumption.
- Check the manufacturer, importer and certification documents.
- Avoid unusually cheap products that claim to be pure gold without any proof.
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