From Bournvita to ‘100% Pure’: Why is FSSAI tightening the rules on food claims? | Explained
The regulator said it has issued more than 150 notices to food companies in recent months over misleading advertisements, false claims and labelling non-compliance.
The Food Safety and Standards Authority of India (FSSAI) is tightening its rules on food claims following Mondelez India’s withdrawal of health and nutrient-comparison claims around its Bournvita malted drink. The regulator has issued over 150 notices to food companies for misleading advertisements, false claims, and labelling non-compliance in recent months.
Companies such as Nestlé India, PepsiCo, Coca-Cola India, Abbott India, Red Bull India, Danone India, Mondelez India, Ferrero India, and Kenvue have been included in the list.
Bournvita has been under scrutiny due to its historical marketing tied to children’s nutrition, with intense public scrutiny over its sugar content and claims about nutritional benefits in 2023. The issue is not about the safety of Bournvita, but whether the health or nutrient-comparison claims presented are adequately supported and not misleading consumers.
Mondelez has withdrawn the claims flagged by FSSAI and removed related advertisements from e-commerce platforms. This is part of a broader regulatory push by FSSAI to make food companies substantiate their labels, advertisements, and online product listings. The regulator has advised food businesses to stop using absolute-sounding words like “100%” as they can create a false sense of absolute purity or superiority in consumers’ minds.
Enforcement is no longer confined to physical packages but also to e-commerce platforms and food-service establishments. This is significant as online product pages can carry different claims, images, and promotional language from what appears on the physical package. Online purchases may be based on online banners and product descriptions rather than physical labels.
FSSAI’s enforcement reflects the change in food advertising and how consumers make purchase decisions. The campaign aims to move from broad marketing language to claims that can be demonstrated, especially as India grapples with rising concerns over obesity and unhealthy diets.
Written by urgent.news from The Hindu - Sci-Tech's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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