The Regulatory Crackdown
The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of the food industry, issuing over 150 notices in recent months to major food business operators (FBOs). This sweeping enforcement drive targets misleading advertisements,
unsubstantiated health claims, and incorrect labelling. The list of companies receiving notices includes some of the biggest names in the business, such as Nestle India, PepsiCo, Coca-Cola India, Mondelez, and Danone, among others. The action isn't limited to manufacturers; it also extends to e-commerce platforms like Amazon and Flipkart and popular food service chains, including Domino's and McDonald's, signalling a comprehensive effort to enforce transparency across the entire food supply chain.
The Language of Deception
At the heart of the issue are marketing buzzwords that can create a misleading 'health halo' around products. FSSAI has been particularly focused on claims that are absolute or scientifically unsubstantiated. For instance, the regulator has advised against using the term '100%' (as in '100% Pure Coconut Oil') because it implies an absolute purity that can be deceptive. Other targeted phrases include claims of being 'healthy', 'natural', 'fresh', or offering benefits like 'immunity support' without adequate scientific backing. In response to FSSAI's notices, several companies have already begun taking corrective action, withdrawing claims related to 'boosting immunity', removing the 'Energy Drink' descriptor from certain beverages, and revising packaging.
More Than Just Misleading Labels
This issue goes deeper than a few poorly chosen words on a package. It points to a systemic problem in how food is sold in India. Often, products marketed to Indian consumers have different, and sometimes unhealthier, formulations than their international counterparts. For example, a popular soft drink may contain significantly more sugar in its Indian version compared to the one sold in Europe. Similarly, products might use palm oil in India while using sunflower oil abroad. This practice, combined with aggressive marketing and a lack of clear front-of-pack warning labels, can leave consumers unable to make genuinely informed choices about their health and nutrition.
Why 'Health Washing' Works
The strategy of using misleading health claims, often called 'health washing', is effective because it taps into a growing consumer desire for healthier options. However, many products making these claims can still be high in sugar, salt, or fat. A snack may be advertised as 'high in fibre' while also containing excessive sodium, creating a misleading overall health perception. The Food Safety and Standards (Advertising and Claims) Regulations, 2018, explicitly state that claims must be truthful, unambiguous, and not misleading. Violations can result in significant penalties, including fines of up to ₹10 lakh. The regulator's recent actions reinforce that accountability is crucial for maintaining consumer trust.
How to Be a Smarter Consumer
While regulators work to hold companies accountable, consumers can also protect themselves by becoming more discerning shoppers. The most effective tool is to ignore the flashy claims on the front of the package and instead turn it over to read the ingredients list and the nutritional information panel. Look for the total amounts of sugar, sodium, and saturated fat. Be sceptical of vague terms like 'real', 'traditional', or 'authentic', which have little regulatory meaning. The FSSAI's regulations prohibit claims that a food can prevent or cure a disease, so be wary of any product that makes such promises. By prioritising the facts on the nutrition label over the marketing on the front, you can make choices based on what's actually in the food, not what the advertiser wants you to believe.
