Tall claims in advertisements by major food product manufacturers and pharma majors have finally caught the eye of the country’s food regulator. The Food Safety and Standards Authority of India (FSSAI) has issued showcause notices to their promoters to justify their claims failing which they will be liable for action against them
Those in the FSSAI’s firing line are advertisements for brands such as Complan, Pediasure, Bournvita Little Champs, Maggie Noodles, Top Ramen, Nutrichoice biscuits, Horlicks Juniors and Heart Care among others. Their promoters have been given a fortnight’s deadline to respond to the allegations regarding various violation of code of advertisement for food items, supplements and propriety foods.
Sources in the Health Ministry told that the Authority’s move, though much delayed, was taken after it noted that the firms had been blatantly violating various codes on advertising of foods that prohibit them from depicting personal changes in intelligence, physical ability or exceptional recognition unless scientifically substantiated.
Some of them were also making nutritional and health benefit claims in food advertisements. Many like Agnesi Pasta, an imported food item from Italy, had failed to give details in Indian languages as per norms.
“While Abbott is facing questions over failing to give adequate information on labels as well as studies to support their claims for Pediasure, Amway has failed to provide complete details on its Heart Care product, a propriety food item,” as per sources.
Diet Food India has been asked to reveal which sugar is being used to make its “digestive biscuits” a sugar-free item. The FSSAI is also unsure how Nestle’s Maggi noodles have multigrains, as advertised by it.
According to them, the regulator instead of being a mute spectator has now decided to bare its fangs every time such violations are noted. “These are reputed firms and a strict warning against them would send a strong message. If these companies are brought to task, others will automatically follow the suit, it feels,” the sources added.
The Authority has also advised people to not to take the ads on their face value but check the labels before purchasing them “because health cannot be compromised”.
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