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Background  The use of health and nutrition claims on front-of-pack labels may impact consumers’ food choices; therefore, many countries have established regulations to avoid misinformation. This study describes the prevalence of health and nutrition claims on the front-of-pack of food products in retail stores in Mexico and estimate the potential effects of the Official Mexican Standards 051 (new regulation that includes specifications for implementing warning labels and other packaging elements such as health and nutrition claims on less healthy foods) on the prevalence of these claims.    Methods  This is a cross-sectional study in which health and nutrition claims, nutrition information panels, and the list of ingredients of all foods and beverages available in the main retail stores in Mexico City were collected. The products were grouped by level of processing according to the NOVA food system classification. Claims were classified using the internationally harmonized INFORMAS taxonomy. According to the criteria of the new Mexican front-of-pack labelling regulation, the effect on the reduction on the prevalence of health and nutrition claims was estimated by type of food and by energy and nutrients of concern thresholds.    Results  Of 17,264 products, 33.8% displayed nutrition claims and 3.4% health claims. In total, 80.8% of all products in the Mexican market were classified as “less healthy”; 48.2% of products had excess calories, 44.6% had excess sodium, and 40.7% excess free sugars. The new regulation would prevent 39.4% of products with claims from displaying health and nutrition claims ( P  < 0.001); the largest reduction is observed for ultra-processed foods (51.1%,  P  < 0.001). The regulation thresholds that resulted in the largest reduction of claims were calories (OR 0.62,  P  < 0.001) and non-sugar sweeteners (OR 0.54,  P  < 0.001).    Conclusions  The new Mexican front-of-pack labelling regulation will prevent most processed and ultra-processed foods from displaying health and nutrition claims and will potentially improve information on packaging for consumers.    Supplementary Information  The online version contains supplementary material available at 10.1186/s12966-021-01148-1.

Estimated effects of the implementation of the Mexican warning labels regulation on the use of health and nutrition claims on packaged foods