Israel Heart Society to return money it got to okay Mazola

Following Haaretz's report that Unilever paid the Israel Heart Society (IHS) to print a seal of approval on Mazola margarine packaging, the Israeli Medical Association (IMA), of which IHS is part, announced that the IHS recommendation would no longer appear on the packaging and that the IHS would return the money to Unilever.

The international food corporation Unilever had paid the IHS, which represents most of Israel's cardiologists, for permission to print the statement "with the approval of the Israel Heart Society" on the margarine packages.

The Health Ministry has begun to investigate the statements appearing on Mazola packaging.

Unilever commented that it had "cooperated fully with the Israeli Heart Society, which approved Mazola margarine as part of a balanced diet on the basis of international scientific research and its own meticulous examination."

The IHS dismissed the argument that its 'certificate of approval' could have been interpreted by consumers as a recommendation to eat Mazola. "Mazola was approved as part of a balanced diet," it commented.

Nutritionists say that Mazola is less harmful than margarines produced in the past, but that it is still not advisable to eat it. Health Ministry officials believe that a professional body's recommendation of a specific commercial product is "improper."

"A professional body should think of educating the public on good nutrition and a healthy lifestyle by recommending principles rather than products," a ministry source said.

The ministry's regulations forbid advertising the idea that consuming a certain food product could "cure or prevent any disease."

Mazola had been approved by the food labeling committee set up by the IHS. The society meant to issue " certificates of approval" to other consumer products and had begun looking into two other requests. However, IMA chairman Dr. Yoram Blachar says the certificate of approval was not in keeping with the IMA's position, which forbids doctors to recommend specific commercial products.

"Doctors can recommend a better way of life and certain kinds of food, but not a specific product and certainly not when paid to do so," he said.

The IMA learned of the IHS's approval of Mazola from Haaretz earlier this week. On Tuesday the IMA announced that it had instructed the IHS to stop recommending food products and to pay back the money it had received from Unilever.

The IMA also said it was calling an urgent meeting of its ethics bureau and management to discuss the case "to make sure it does not recur."

Unilever launched the Mazola campaign in April 2005, marketing it as margarine that was good for the heart. The campaign emphasized that the trans fats, extremely harmful fats, had been removed and the ads said "the heart demands Mazola - margarine especially developed to improve the heart."

Today the packaging says Mazola "helps keep the heart healthy" and that it contains the "correct fat ingredients for you." The World Heart Federation logo appears prominently on it with the caption: "Mazola and the World Heart Federation in a joint effort for a healthier heart."

Less harmful - not healthful

Contrary to the IHS's comment that Mazola was approved as part of a "balanced diet," Dorit Adler, director of the Department of Diet and Nutrition at the Hadassah Medical Center, says "margarine is not part of healthy nutrition at all."

She says taking the trans fats out of the margarine does not make it healthy but "less harmful."

She said Unilever took steps "that improved the margarine significantly, but it is still better to do without it. If you can't live without it, it's better to eat margarine 'light' or 'light spreads' with reduced calories and saturated fats." Unilever and the IHS commented that they are not changing their position regarding Mazola.

"Unilever will continue to develop and distribute healthy products that are good for consumers," said Nir Elazar, the company's legal adviser and spokesman.

	Mazola margarine. (David Bachar)