Unhealthy competition? Olive oil producers complain to food regulator against Marico's Saffola ad

The letters, sent to ASCI and FSSAI said that Marico’s ad for Saffola Total that it protects better than olive oil is misleading.New Delhi: Olive oil producers in the country have written to the advertising watchdog and food regulator protesting against consumer goods maker Marico's advertisements that claim its edible oil brand Saffola Total is healthier than olive oil.

In complaints filed on behalf of Spanish brand Borges, Field Fresh Foods-promoted Del Monte and Cargill Foods-owned Leonardo, Indian Olive Association (IOA) president Rajneesh Bhasin alleged "total disregard and non-compliance of earlier decisions of ASCI (Advertising Standards Council of India)", and urged it to direct Marico to "withdraw ads at the earliest".

The letters, sent to ASCI and Food Safety & Standards Authority of India (FSSAI) a fortnight ago, said that Marico's advertisements for Saffola Totalthat it protects better than olive oil and has double the antioxidant power of olive oil are "misleading".

EThas seen a copy of the letters. "Marico, in complete disregard of the rules and regulations framed under the FSSAI, continues to make misleading and exaggerated claims in ads for Saffola Total, indulging in unfair trade practices," the letter to ASCI said. "Statements (in the ads) have not been adequately or scientifically justified and violate provisions of the FSSAI and the packaging and labelling regulations under the ASCI code."

IOA's letter to FSSAI said that the claims made in the Saffola Total advertisement "need to be substantiated with necessary support data", and added that commercials denigrating olive oil are "unfair and unethical".

A spokesperson for Marico said Saffola Total is based on antioxidant technology, which made it a "breakthrough" product. "We have independent clinical data that proves Saffola Total is better than olive oil across all three variants: pomace, refined and extra virgin," the spokesperson said.

"Clinical tests conducted by an independent research agency shows distinct benefits of test oil in making favourable changes in lipid profile in comparison to all types of olive oil used in culinary practices," the Marico spokesperson said, adding that the company has conveyed this to ASCI.

The ASCI hearing on the matter is scheduled for Tuesday. This is not the first time olive oil manufacturers have locked horns with Marico. Two years ago, IOA had filed complaints with ASCI alleging "misleading ads" by Marico. The complaints were upheld by the complaints committee of ASCI.