The Regulator's Renewed Focus
The Food Safety and Standards Authority of India (FSSAI) has intensified its efforts to ensure the claims made on packaged food are truthful and not deceptive. The regulator has recently issued notices to numerous food companies for using terms like 'healthy,'
'natural,' and 'organic' without sufficient backing. This action is part of a broader push to enforce the Food Safety and Standards (Advertising and Claims) Regulations, which mandate that all claims must be truthful, unambiguous, and scientifically substantiated. Violations can lead to significant penalties, including fines up to ₹10 lakh for misleading advertisements. This crackdown signals a move from simply issuing guidelines to actively enforcing them, holding brands accountable for what they print on their packages.
Decoding 'Natural' and 'Fresh'
Two of the most common—and often misused—terms on food packaging are 'natural' and 'fresh.' The term 'natural' can be particularly tricky, as there isn't always a strict legal definition for it in every context. Brands often use it to imply a product is free from artificial ingredients, but this isn't always the case. Similarly, a 'fresh' claim on a packaged and processed item should raise questions. The FSSAI is targeting these vague but powerful words because they can create a false sense of healthiness. For example, a fruit juice that is mostly concentrate and water might be labelled in a way that suggests it's freshly squeezed. The regulator has made it clear that such claims, if not backed by the product's actual composition and processing, are considered misleading.
The Truth Behind 'No Added Sugar'
The 'no added sugar' claim is another area receiving heavy scrutiny. While it sounds straightforward, some brands use it even when their products contain sugar substitutes like date syrup, honey, or fruit concentrates. According to FSSAI regulations, if a product uses these sweeteners, it cannot claim to have 'no added sugar.' Consumers looking to reduce their sugar intake might be misled into buying a product that is still high in sugar, just from a different source. Experts advise looking at the complete ingredients list for hidden sugars, which can be listed under various names like high-fructose corn syrup, maltose, or evaporated cane juice.
Beyond the Buzzwords: A Health Halo
Marketers often use specific positive claims to create a 'health halo' around a product, making it seem healthier than it is. A snack might be advertised as 'baked, not fried' or 'high in fibre,' but a closer look at the nutritional panel could reveal high levels of sodium, refined carbohydrates, or calories. These claims aren't necessarily false, but they can be distracting. A 'multigrain' biscuit might still list refined flour (maida) as its primary ingredient. This selective highlighting of one positive attribute while downplaying negative ones is a common tactic that FSSAI's regulations aim to curb, pushing for more holistic transparency.
How to Be a Smarter Shopper
While regulators work to hold companies accountable, the ultimate power lies with the consumer. To avoid being misled, start by ignoring the flashy claims on the front of the package. Turn it over and read the ingredients list—it's listed in descending order of weight, so the first few ingredients make up most of the product. Look for a short list of ingredients you can recognize. Next, check the nutritional information table. Pay attention to serving sizes, which can be unrealistically small to make the calorie and fat content seem lower. Be skeptical of absolute claims like '100% Pure,' which FSSAI has officially banned as they are often scientifically impossible to verify in processed foods. By becoming a more critical reader of labels, you can make choices based on facts, not just marketing.
