The FSSAI's Renewed Focus on Honesty
The Food Safety and Standards Authority of India (FSSAI) is the country's primary regulatory body ensuring that food products are safe and wholesome. Recently, it has intensified its scrutiny of how these products are marketed. The authority has issued
more than 150 notices to a wide range of food business operators (FBOs), from multinational giants like Nestlé and Coca-Cola to e-commerce platforms and restaurant chains like Domino's and KFC. This crackdown isn't just about minor labelling errors; it targets the very language used to sell products. The core issue is misleading advertising and false health claims that can deceive consumers into believing a product is healthier than it is. This renewed enforcement signals a zero-tolerance stance towards deceptive marketing.
What Makes a Health Claim 'Misleading'?
Under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, any claim must be truthful, unambiguous, and scientifically substantiated. A claim becomes misleading when it creates a false impression about a product's quality, nutritional value, or health benefits. This can happen in several ways. Firstly, through unsubstantiated claims, such as promises of "improved brain development" or "detoxification" without robust scientific evidence to back them up. Secondly, by using ambiguous buzzwords. Terms like "healthy," "natural," or "pure" are often used to create a 'health halo' around a product. However, FSSAI requires that such terms meet precise compositional criteria regarding fat, sugar, and sodium content. If a product is high in sugar, calling it "healthy" can be deemed misleading.
The '100% Myth' and Other Deceptive Terms
One of the most common offenders is the superlative claim, particularly the term "100%". FSSAI has cracked down on claims like "100% pure" or "100% natural" because such terms are not defined under food law and can create a false sense of absolute purity or superiority. After receiving notices, some companies have had to remove the term "100%" from their packaging. Another tricky area is the "no added sugar" claim. Regulations strictly prohibit this claim if the product uses sugar substitutes like date syrup or fruit concentrates, a correction one D2C brand recently had to make. Similarly, claims like "vegan" are under scrutiny, with one company withdrawing it after admitting it was printed due to a lack of awareness of regulatory requirements.
Why This Matters for Consumers
Deceptive labelling is not a victimless crime. For the average shopper, the front-of-pack claim is often the primary source of information. Misleading claims can lead consumers, particularly those with health conditions like diabetes or hypertension, to make poor dietary choices. The goal of FSSAI's regulations is to protect consumers from these deceptive practices and empower them to make genuinely informed decisions. The penalty for a misleading food advertisement can be severe, reaching up to ₹10 lakh, demonstrating the seriousness with which regulators view this issue. Some companies, including the maker of Bournvita, have already withdrawn certain health claims and related advertisements after FSSAI's intervention.
How to Be a Smarter Shopper
While regulators are increasing their oversight, the first line of defence is an informed consumer. Don't just trust the flashy claims on the front of the box. Always turn the package over and read the ingredient list and the nutritional information panel. The ingredient list is ordered by weight, so the first few ingredients make up the bulk of the product. Be skeptical of products that promise dramatic health benefits. True health comes from a balanced diet, not a single 'miracle' food. If you come across a product with claims that seem too good to be true, you can now report it directly to the FSSAI.
