FSSAI's Crackdown on Misleading Labels
The Food Safety and Standards Authority of India (FSSAI) has been actively tightening its regulations on food labelling and marketing claims. In recent months, it has issued notices to numerous food companies for using terms like "healthy," "natural,"
and "organic" without proper justification. This crackdown is part of a broader effort to ensure that the information presented on food packages is accurate and does not mislead consumers. One of the key areas of focus has been the use of absolute claims like "100% pure" or "100% natural," which the FSSAI deems ambiguous and unverifiable. For instance, a notice was recently issued to Dabur for using such claims on products like honey and coconut milk. These actions signal a significant push towards greater transparency in the food industry.
What Does 'Fresh' Really Mean?
Under the FSSAI's Advertising and Claims Regulations, the term 'fresh' is strictly defined. It can generally only be used for foods that have not been processed in any way, except for washing, peeling, chilling, or trimming. According to a recent notice sent to a brand selling 'Fresh Paneer,' the claim was found to be misleading because it didn't meet this condition. Similarly, if a brand name includes a term like 'fresh' or 'natural', it must now be accompanied by a disclaimer on the front of the pack stating, 'This is only a brand name or trademark or fancy name and does not represent its true nature'. This rule is designed to stop companies from creating a false impression of health or naturalness through clever branding alone.
Your Supermarket Checklist
Navigating the grocery aisle is becoming easier with these clearer rules. As a consumer, your best tool is learning to read the entire label, not just the claims on the front. Here’s what to look for: 1. Check the Manufacturing Date: This is the most reliable indicator of how recently a product was made. 'Freshly packed' is not the same as 'fresh'. 2. Scan the Ingredients List: Ingredients are listed in descending order by weight. If sugar or one of its many hidden forms (like maltodextrin or liquid glucose) is near the top, the product is likely high in sugar, regardless of other health claims. 3. Question 'Healthy' Buzzwords: Be skeptical of terms like "natural," "pure," and "healthy choice." The FSSAI is cracking down on these, but vigilance is key. Look for certifications like the 'Jaivik Bharat' logo for organic products. 4. Understand Serving Sizes: Manufacturers can make a product seem healthier by using an unrealistically small serving size. Check the 'per 100g' column for a more accurate comparison. 5. Look for the FSSAI License Number: This 14-digit number is a mandatory sign that the business is registered with the food authority.
Beyond 'Fresh': Other Misleading Claims
The battle for transparency extends beyond the word 'fresh'. Consumers should also be wary of other common marketing tactics. For example, a 'No Added Sugar' claim is not permitted if the product contains sugar substitutes like date syrup or fruit concentrates. Similarly, a product labelled 'Baked, Not Fried' may still be high in fat and refined carbohydrates. Health claims such as 'Boosts Your Immune System' or 'Removes Toxins' also require scientific substantiation, which is often missing. The FSSAI has also flagged products for claiming to be 'Vegan' or 'Organic' without obtaining the necessary approvals and displaying the official logos. This highlights the importance of looking past marketing claims and examining the nutritional information and ingredients list for the real story.
