The Regulator's Renewed Focus
The Food Safety and Standards Authority of India (FSSAI) has intensified its crackdown on food companies using potentially misleading claims on their packaging and in advertisements. In recent months, the regulator has issued notices to numerous brands
for using terms like 'healthy', 'natural', 'organic', and making absolute claims like '100% pure' without sufficient backing. This move isn't based on new rules but on the stricter enforcement of existing regulations, specifically the Food Safety and Standards (Advertisements & Claims) Regulations, 2018. The goal is to ensure that the claims consumers see are truthful, unambiguous, and scientifically substantiated, protecting them from being misled.
A Dictionary of Deceptive Words
FSSAI's scrutiny targets a specific vocabulary that marketers love. Words such as 'natural', 'fresh', 'original', 'traditional', 'pure', 'authentic', 'real', and 'genuine' are under the scanner. Regulations stipulate that a term like 'natural' can only be used for a single-ingredient product that hasn't been significantly processed. 'Fresh' applies only to foods that are not processed or preserved in any way beyond basic washing, peeling, or chilling. Similarly, claims like 'No Added Sugar' are being challenged when products contain other forms of sweeteners like date syrup or fruit concentrates. Even brand names that include the word 'Healthy' have been flagged as potentially creating a false impression about a product's overall nutritional value.
Why is This Happening Now?
The crackdown is driven by several factors. India's health and wellness food market is booming, leading to intense competition where brands use appealing buzzwords to attract health-conscious shoppers. Experts note that the front of a package often functions as an advertisement, creating a 'health halo' effect where one positive word makes the entire product seem healthier than it is. This has led to a rise in consumer complaints and a recognition that many claims are not backed by science. FSSAI's increased enforcement, including better testing and digital monitoring systems, reflects a move toward more active regulation to ensure companies are held accountable. Penalties for misleading advertisements can be severe, including fines of up to ₹10 lakh.
How to Be a Smarter Shopper
While FSSAI's actions are a positive step, the power ultimately remains with the consumer. The most reliable information isn't on the front of the pack; it's on the back. First, ignore the splashy marketing claims and turn the product over. Read the ingredients list—the shorter, the better, with ingredients you recognize. Next, check the nutritional facts panel. Pay close attention to the amounts of added sugar, sodium, and saturated fat. A product claiming to be 'high fibre' might also be high in sugar. Be skeptical of absolute claims like '100% pure', as very few packaged foods remain completely unaltered. If a product claims to be 'organic', look for the official 'Jaivik Bharat' logo as proof of certification.
