IF THE term "organic" loses its integrity, both consumers and producers will lose out.

Consumers will lose faith in the product, sales will drop, farmers will lose money and the industry will shrink.

Australia has for too long been apathetic with policing marketing claims, and Australian consumers have for too long been dudded.

It is outrageous that we cannot walk into a retail outlet and buy a product labeled as organic - or free-range for that matter - and trust that label.

While consumers often direct their anger at the Australian Competition and Consumer Commission, the blame really lies at the feet of successive governments on both sides of politics which have failed to legislate.

Elsewhere, in Europe for instance, governments have given their consumers confidence, forced producers to have integrity, and created a genuine industry.

Ours have failed us, leaving genuine producers ripped off as they compete with pretenders, and consumers confused and frustrated.

Indeed, cancer patients, some of whom are advised to eat exclusively organic foods, would despair to know they cannot trust many organic claims.

As governments have been so loathe as to regulate markets, there is currently little to no consequence for the many companies which dishonestly use marketing terms like "organic".

Pointing out that there is conflict between producers as to what constitutes "organic" is a convenient excuse for governments to do nothing.

The use of any marketing term cannot be defined by producers - it must reflect consumer expectations, not what is easiest or most profitable for companies.

There is room for both honesty and profit in the organic market.

Meanwhile, supermarkets and other retailers would do well to check the integrity of claims being made to them by suppliers.

Requiring a standard is one thing but it must be ensured that the standard required - and publicised - is being met.

The integrity of the products a store sells reflects on the integrity of the business and its owners.

Not all companies - be they producers or retailers - will do the right thing all of the time.

They are, after all, motivated by profit.

Not everyone will be pleased if legislation is introduced, but doing the right thing does not always please everyone.

Legislation is the obvious solution.