“Smart regulation” means that influence consumer choice of healthy products

Introduction: choosing healthy foods is vital for every person. The means of legal regulation can be used to ensure healthy choices. The purpose of the study is to identify the main means of “smart regulation”, acceptable and effective in the field of relations with the participation of consumers. The paper uses the methods of description and interpretation; the theoretical methods of formal and dialectical logic. Results: taking into account the achievements of behavioral economics, it is necessary to recognize that a person is prone to irrational behavior, misjudging information, and possible risks. “Smart regulation” involves achieving the desired result in the simplest possible way, including the so-called “nudge”, which makes it easier to choose the desired behavior. Nudge tools in government regulation can be used to make choices in favor of healthyfoods. The consumer protection legislation uses the methods to determine the architecture of consumer choice in favor of healthy, high-quality, safe food. The state can establish rules that require manufacturers to indicate a certain set of information on the product, and sellers - to lay out the products in such a way that the consumer’s attention is focused on healthy products. Conclusions: in relationships involving consumers, it is necessary to use “smart regulation” means to influence the choice of healthy foods. The basis for the use of such means is to bring to the attention of consumers proper and reliable information about the principles of a healthy diet, as well as about the product, its ingredients, and features. Such information can be placed in the form of product labels, which should be clear and understandable.