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The article focuses on the regulatory regime concerning European Union (EU) health claims, considering a case study of a yoghurt drink's marketing. It says that the case study of the yoghurt drink, called Optimel Control, in the Netherlands demonstrated that non-textual marketing claims' use was very important as compared to the use of textual claims. It suggests the presence of regulatory void which can be used by producers in marketing their products through health-advantageous ways.