From “boosts immunity” to “rich in nutrients”, food claims endorsed by celebrities and social media influencers are now under the Food Safety and Standards Authority of India’s (FSSAI) scanner.
In a significant move aimed at curbing misleading promotions, the regulator has warned influencers and celebrities that endorsing unverified food claims could invite legal action, even as it cracked down on manufacturers selling unsafe food products.
The advisory comes at a time when food brands are increasingly relying on digital creators and celebrities to market health drinks, protein supplements, snacks and packaged foods to millions of consumers online. FSSAI has asked influencers to verify that every claim made by a brand is truthful, scientifically substantiated and compliant with food safety regulations before lending their name or credibility.
The regulator said endorsements are more than advertisements because consumers often trust the people promoting them. It cautioned influencers against amplifying claims such as “boosts immunity” or “rich in nutrients” unless they are backed by evidence and permitted under food laws. Misleading food advertisements and endorsements, it said, can attract action under the Food Safety and Standards Act, 2006, and the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
Alongside the advisory, FSSAI prohibited the manufacture, sale and distribution of food products made by M/s Shree Shyam Foods, M/s Bharat Food Products and M/s KDP Food Industry after government laboratories found their ghee and mustard oil products unsafe for consumption.
The regulator also penalised Dharwad Mishra Pedha and Food Processing Industry in Karnataka after its Motichoor laddoos were found to contain Tartrazine at 2,670.5 mg/kg, more than 26 times the permissible limit of 100 mg/kg. Shree Chemfood Pvt Ltd of Gujarat was similarly penalised after samples of iodised salt were found to be substandard and misbranded.
FSSAI has also urged consumers to report misleading food advertisements and celebrity endorsements through its Food Safety Connect platform.
