If the label shows a picture of the product itself, the picture must be representative of the product, so that consumers are not misled. If ingredients that are not present in the product are shown with the product, then the statement "serving suggestion" should be included next to the picture.

If only ingredients are shown in the picture, rather than the product itself, the ingredients shown must be present in the product. For example, if the product contains a strawberry flavour but no strawberries, then the picture should not show strawberries. The relative proportions of the ingredients shown must be consistent with their content in the product. For example, if the recipe contains 10% chicken and, say, 20% carrots, the picture should show less chicken than carrots. Also, the quality of the ingredients shown should be consistent with those present in the recipe. For example, the picture should not show chicken breast meat if the product contains only chicken leg meat.