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EU rules on nutrition and health claims have been established by Regulation (EC) No 1924/2006. Since the entry into force of the rules, the requests of health claims on probiotics has been rejected by EFSA. In addition to that, there is no harmonized approach within the EU in presenting, labelling or advertising on probiotics in food. Consumersare deprived of the information on the characteristics of the food, and research and innovation in this promising industry are suffering. This has led the industry and some member states to reflect on possible solution and to reshape the future strategies of the probiotic food industry.