http://news.bbc.co.uk/1/hi/health/10240263.stm
Manufacturers are angry that unsubstantiated scientific claims about their products are being rejected by the EU. And about time too. 
Essentially, 
. It's probably true that some small healthfood companies will suffer just because they haven't got the resources to fulfill testing requirements, but 99.9% of this is such cynical profiteering - they have no business making claims if they can't substantiate them. At least manufacturers should be obliged to say "may be beneficial as part of a whole balanced diet and healthy lifestyle; if you follow this with a chaser of chips and get no exercise, forget it"! 
I guess the hypothetical small companies I was thinking of will just have to say "no added whatever," and maybe they were not making claims anyway to cure gout/ague/staggers etc. which all the probiotic people imply.
I loathe pseudo-"sciencey" talk in ads, it's such a blatant ploy to pull the wool
I like having a look at Dr. Ben Goldacre's Bad Science from time to time - he's quite something on pseudo-scientific claims.
The biggest con artist of the lot is Kellogg's. Their Special K cereal is high in sugar, yet it's promoted as 'healthy'.
It is nice though as uniquely flavoured and textured.
I can easily tell the difference between Special K and Supermarket K wheras I can't with Rice Krispies and Rice Snaps.