Food labelling has long been a vexed question in many countries for governments, consumers, food producers and retailers alike. In Australia, the regulation of food labelling was substantially overhauled by the Food Standards Australia New Zealand (FSANZ) Code in 2013, with the 3 year phase in period for these changes recently ending. The difficulty that has been felt in applying the Code is clear from the considerable debate over the changes and their application, as well as the various calls for an extension to the 3 year transition period. Importantly, although the Code covers nutritional and health claims, it does not extend to regulation of the terms such as ‘natural’ in food labelling.