Why not? Wanting accurate photos on my products, while outsourcing a big chunk of monitoring and enforcement to private individuals and providing them an incentive if they do a good job at it, is a bad thing now?
Punishing any company for bad behavior can, in some theoretical sense, get “passed on to consumers.” I’m having trouble seeing how that makes it a bad thing. In practice, I think the cost is much more likely to get passed on to the shareholders, since Hershey’s is already selling their little turd bars for whatever price maximizes their undeserved profits.