The Rulebook: FSSAI's Advertising Regulations
The primary shield for consumers is the Food Safety and Standards (Advertising and Claims) Regulations, 2018. This framework was created by the Food Safety and Standards Authority of India (FSSAI) to ensure that what you read on a label is truthful, unambiguous,
and scientifically sound. The core principle is simple: a food company cannot mislead you. Claims must be backed by evidence, and they are prohibited from suggesting a product can prevent, treat, or cure a disease. Words like “natural,” “fresh,” or “pure” can only be used if they meet strict criteria. Even using the FSSAI logo as a marketing tool to imply product superiority is forbidden.
Nutrition vs. Health Claims: What's the Difference?
Labels often feature two types of claims, and it's crucial to know the difference. A Nutrition Claim is about the quantity of a nutrient. When a package says “low fat,” “source of fiber,” or “sugar-free,” it's making a nutrition claim. FSSAI has set specific thresholds for these terms. For instance, to be a “source of” protein, a product must contain at least 15% of the nutrient reference value per 100g. A Health Claim, on the other hand, suggests a relationship between a food and your health. This is more complex. It includes “nutrient function claims” like ‘Calcium supports bone health,’ which describes a nutrient's role in the body. It can also include “reduction of disease risk claims,” such as a statement linking a food to a lower risk of high blood pressure, but these require a much higher level of scientific proof and sometimes prior approval from FSSAI.
Guarding Against Misleading Information
FSSAI doesn't just set rules; it enforces them. Companies that make misleading claims can face hefty penalties. A misleading advertisement can attract a fine of up to ₹10 lakh. This liability extends not just to the manufacturer but also to advertisers and celebrity endorsers who are now expected to do their due diligence before promoting a product. If a claim is found to be false, the FSSAI can order the company to stop the advertisement and issue a corrective one through the same medium to undo the damage. This system is designed to hold the entire advertising chain accountable, from the factory to the TV screen.
The Battle for Front-of-Pack Labelling
While the back of the pack has detailed information, the real battle is for the front. For years, India has been debating the implementation of Front-of-Pack Labelling (FOPL), which uses simple symbols to quickly inform consumers about high levels of salt, sugar, and fat. Recently, the Supreme Court has urged FSSAI to finalize these regulations, highlighting the need for consumer awareness, especially for children. FSSAI had previously proposed an 'Indian Nutrition Rating' (INR), a star-based system, but it failed to gain consensus. The current debate is whether to adopt a summary star rating or clear warning symbols, a system used successfully in countries like Chile and Mexico to help shoppers make healthier choices at a glance.
How to Be a Smarter Shopper
While regulators work to improve labels, the power remains with you, the consumer. Always be critical of bold claims. Turn the package over and read the nutritional facts panel, which is mandatory for most pre-packaged foods. Look at the ingredients list, which is presented in descending order by weight. Pay attention to the amounts of total sugar, saturated fat, and sodium per 100g. A claim of “no added sugar” doesn't mean a product is low in sugar; it could still contain high levels of naturally occurring sugars. Ultimately, understanding the basics of the nutrition panel is the most reliable way to know what you are really eating.
