In the first instance in the country, a Delhi-based leading
manufacturer of flour has been slapped with a hefty penalty of `7 lakh
for issuing misleading adverts for its brand product Rajdhani Besan. The
maximum fine for such violation is `10 lakh.
Sources in the Union Health Ministry said that the adjudicating officer SS Parihar (Additional District Magistrate of Northwest Delhi) agreed with the Food Safety and Standard Authority of India’s (FSSAI) allegations that Rajdhani Flour Mills Ltd, had violated rules governing food advertising as per Section 24 of FSS Act, 2006 in its advertisement for its brand Rajdhani Besan.
The Section pertains to misleading advertisements and the Food Safety and Standards (Packing and Labelling) Regulations (FSSR), 2011.
The errant company reportedly couldn’t substantiate its health claim made in newspaper advertisements which had a heart logo with slogan kar lo dil se dosti.
“The imposition of fine is a major victory for the food regulator in the sense that it would send a message among many companies to not to make false claims about their products in their ads and packs at the cost of the health of the consumers. They must give scientific evidence to substantiate their claims,” a senior FSSAI official said.
“The FSSAI since last year after scrutinising the advertisements placed in the newspaper, television and other media has initiated proceedings in 38 brands spanning health drinks, biscuits, cereal and oil for violating rules governing food advertising.”
The FSSAI had in November started initiating prosecution proceedings against 19 brands such as Rajdhani Besan, Complan, Pediasure, Bournvita Little Champs, Maggie Noodles, Top Ramen, Nutrichoice biscuits, Horlicks Juniors and Heart Care among others. “We had given the promoters of the brands a fortnight’s deadline to respond to the allegations regarding various violations of code of advertisement for food items, supplements and propriety foods. But many have failed to do so,” the official added.
Chandra Bhushan, deputy director of the Centre for Science and Environment (CSE), said, misbranding is a huge problem in the country. “The companies target especially children and the health conscious, which is a very emotive issue.”
He said the Advertising Standards Council of India is ineffective in putting curbs on such misleading ads. He said that a fine of `10 lakh is very small and penalty should be proportionate to the turnover.
Sources in the Union Health Ministry said that the adjudicating officer SS Parihar (Additional District Magistrate of Northwest Delhi) agreed with the Food Safety and Standard Authority of India’s (FSSAI) allegations that Rajdhani Flour Mills Ltd, had violated rules governing food advertising as per Section 24 of FSS Act, 2006 in its advertisement for its brand Rajdhani Besan.
The Section pertains to misleading advertisements and the Food Safety and Standards (Packing and Labelling) Regulations (FSSR), 2011.
The errant company reportedly couldn’t substantiate its health claim made in newspaper advertisements which had a heart logo with slogan kar lo dil se dosti.
“The imposition of fine is a major victory for the food regulator in the sense that it would send a message among many companies to not to make false claims about their products in their ads and packs at the cost of the health of the consumers. They must give scientific evidence to substantiate their claims,” a senior FSSAI official said.
“The FSSAI since last year after scrutinising the advertisements placed in the newspaper, television and other media has initiated proceedings in 38 brands spanning health drinks, biscuits, cereal and oil for violating rules governing food advertising.”
The FSSAI had in November started initiating prosecution proceedings against 19 brands such as Rajdhani Besan, Complan, Pediasure, Bournvita Little Champs, Maggie Noodles, Top Ramen, Nutrichoice biscuits, Horlicks Juniors and Heart Care among others. “We had given the promoters of the brands a fortnight’s deadline to respond to the allegations regarding various violations of code of advertisement for food items, supplements and propriety foods. But many have failed to do so,” the official added.
Chandra Bhushan, deputy director of the Centre for Science and Environment (CSE), said, misbranding is a huge problem in the country. “The companies target especially children and the health conscious, which is a very emotive issue.”
He said the Advertising Standards Council of India is ineffective in putting curbs on such misleading ads. He said that a fine of `10 lakh is very small and penalty should be proportionate to the turnover.
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