Why smiley faces?
The SmileSafe scheme is based on a similar scheme that has been running successfully in Denmark since 2001. We believe that smiley faces are an excellent way to represent food safety ratings for the following reasons: • Smileys need little or no interpretation by consumers looking at the food safety reports. • Smileys are instantly recognisable and symbolise negative as well as positive ratings. • Smiley faces (unlike stars) are not used for any other rating systems in the catering and hospitality industries. • Smiley ratings are easy to understand and interpret by consumers and food business operators who cannot read English. Comments The SmileSafe scheme in Leicester is part of a “Scores on Doors” pilot being run in conjunction with other cities (Coventry, Derby, Hull, Nottingham, and London) and the Food Standards Agency. We welcome any comments from businesses and consumers about this scheme.
