To combat market inefficiencies resulting from the information asymmetry that exists between businesses and consumers, an increasing number of mandated information disclosures are imposed on businesses to give consumers the means to protect their own interests by making autonomous, informed choices. Prohibiting misleading information and informing consumers with correct information lies at the core of the so-called information paradigm which resulted in consumer information models across the world. In those models, consumers are often perceived as benefit-maximising creatures. Information requirements allow consumers to make decisions themselves, decisions which are supposedly better than anyone else can make for them. According to the economic theories underlying those models, informed consumer decisions are efficient. It follows that if consumers are given full information, they will consistently make decisions that maximise their welfare. As a consequence, the disclosure of correct information and information in general cannot have a negative impact on the purchase decision of consumers. Being rational creatures consumers are supposed to ignore information that is ineffective or irrelevant. Pre-contractual information duties and labelling requirements for foodstuffs range among the earliest information obligations that have been adopted in view of protecting consumers. Together with the prohibition of misleading commercial practices and transparency requirements for contract terms, these measures seek respectively to prevent and to combat the deception of consumers.