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Food regulator showcause to majors over tall claims in ads

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 The Pioneer 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.

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The Expert’s Thought: Mis-branding is a crime and moreover you lose the trust of the consumers. Ethical practices has to be adopted for better market value.

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