What Is FSSAI's New Directive?
The Food Safety and Standards Authority of India (FSSAI) has intensified its enforcement against misleading claims on packaged food. The regulator is targeting commonly used marketing terms that can create a false impression of a product's health benefits
or composition. Under the Food Safety and Standards (Labelling and Display) Regulations, 2020, labels must be accurate and not deceptive. In a recent push, FSSAI has issued notices to numerous companies, including major players like Dabur, for using claims like "100% Pure" or "Natural" without sufficient justification, forcing them to remove the claims and, in some cases, the products from sale.
The Buzzwords Under Scrutiny
The crackdown focuses on specific, powerful words that influence consumer choice. Terms like 'fresh', 'natural', 'pure', and '100%' are no longer allowed to be used freely. For a product to be called 'fresh', it must not have been processed in any way that alters its basic characteristics. 'Natural' can only be used if the food is derived from a natural source without artificial additives. Similarly, the term 'pure' is reserved for single-ingredient foods free from contamination. Even claims like "no added sugar" are being challenged if the product contains sugar substitutes like fruit concentrates or date syrup. This push for clarity aims to stop brands from using appealing but empty words to sell products.
Why the Crackdown Is Happening Now
This regulatory action is a response to the growing wave of health-conscious consumerism and the flood of products making unsubstantiated health claims. With the health food market expanding rapidly, often backed by significant venture capital, many brands have entered the space with bold marketing. However, data from the Advertising Standards Council of India (ASCI) revealed that a high percentage of digital ads for food and beverages were making misleading claims. The FSSAI's move is driven by the need to protect consumers from being misled and to address the public health implications of diets influenced by false advertising, particularly concerning foods high in fat, salt, and sugar.
How Brands Are Responding
Food companies are being forced to adapt quickly. In response to FSSAI notices, several brands have already started revising their labels and marketing materials. For instance, the brand The Whole Truth changed its 'no added sugar' claim to the more descriptive 'sweetened with dates' and removed words like 'Natural' from its packaging. Dabur was ordered to stop selling several products that used '100%' claims ambiguously across its honey and coconut milk lines. This signals a major shift in the industry, where companies must now prioritise scientific evidence and transparency over catchy but unsupported marketing slogans. The penalty for non-compliance can range from hefty fines to imprisonment in severe cases.
What This Means for Your Grocery Shopping
For consumers, this is a significant step towards greater transparency. The practical lesson is to look beyond the bold words on the front of the pack and scrutinise the details. When you see a claim like 'natural', the product should now be able to back it up based on its ingredients and processing. The regulations empower you to make more informed choices by ensuring the label reflects the "true nature" of the food. Pay attention to the ingredient list, which must be in descending order of weight, and look for the FSSAI logo and license number as a mark of regulatory oversight. This shift encourages a more critical eye, turning every shopper into a more informed food detective.
