Freedom Rice Bran Oil under scrutiny: Why FSSAI issued notices to BigBasket, Flipkart
The food regulator said claims that Freedom Cooking Rice Bran Oil reduces bad cholesterol and maintains or increases good cholesterol were not permitted under applicable advertising and claims regulations. Gemini Edibles & Fats India was also flagged over an alleged e-commerce licensing issue.
The Food Safety and Standards Authority of India (FSSAI) has issued notices to Gemini Edibles & Fats India Ltd, BigBasket, and Flipkart for allegedly misleading health claims made about their Freedom Cooking Rice Bran Oil. The regulator claims that the promotional material for the product, which was advertised on e-commerce platforms and social media, included unapproved claims about cholesterol reduction and the presence of "10,000 PPM Natural Oryzanol."
FSSAI stated that these claims are not permitted under the Advertising and Claims Regulations, 2018 for edible vegetable oils like rice bran oil. The regulator directed these companies to explain why they should not face action under the Food Safety and Standards Act, 2006. Additionally, FSSAI found that Gemini Edibles & Fats India was offering or selling food products through its e-commerce website without a valid central licence for such activity.
The notices seek explanations from the companies regarding the alleged violations. FSSAI has not announced any penalties in connection with the Freedom Cooking Rice Bran Oil claims at this time.
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