Advocate Kishan Sanmukhdas Bhawnani
Building a healthy India requires strong laws, vigilant regulators, an honest food industry, and informed consumers. Recent action by the Food Safety and Standards Authority of India (FSSAI) signals that misleading food claims are facing unprecedented scrutiny.
Just two days after its July 6 crackdown, FSSAI launched a second round of action on July 8, 2026, issuing show cause notices to three more major food brands over allegedly misleading labeling and advertising. The move sends a clear message that health and quality claims without scientific evidence will no longer be tolerated.
Modern consumers often purchase not only food but also the promise of better health. Terms such as “fresh,” “pure,” “natural,” “healthy,” “100 percent organic,” “zero sugar,” “no added sugar,” and “immunity booster” strongly influence buying decisions. Many consumers trust these claims without examining the ingredient list or nutrition panel, increasing the risk of being misled.
India’s legal framework for food safety is anchored in the Food Safety and Standards Act, 2006. Section 24 prohibits misleading advertisements and false claims regarding a product’s quality, composition, or health benefits. Companies using claims such as “100 percent natural” or “pure” must be able to substantiate them with scientific evidence.
The FSSAI (Advertising and Claims) Regulations, 2018 further strengthen these provisions. They require all nutrition and health claims to be scientifically supported. The regulations also prescribe strict conditions for using terms like “natural,” “fresh,” “pure,” “original,” and “traditional.” Most processed foods do not qualify for these descriptions merely because they contain natural ingredients.
One of the biggest sources of consumer confusion is the difference between “zero sugar” and “no added sugar.” “No added sugar” simply means no sugar has been added during manufacturing. It does not mean the product is free from naturally occurring sugars or ingredients that are converted into glucose in the body. Products may still contain sweeteners or carbohydrate sources such as maltodextrin, dextrose, high fructose corn syrup, invert sugar, or concentrated fruit juice. Consumers should therefore look beyond the claims displayed on the front of the package.
Consumer protection extends beyond FSSAI. Under the Consumer Protection Act, 2019, the Central Consumer Protection Authority can initiate action against misleading advertisements, impose financial penalties, order withdrawal of advertisements, and act against celebrity endorsements that deceive consumers. Together, FSSAI and the CCPA provide complementary safeguards for public health and consumer rights.
Implementation of these laws largely rests with state governments through Food Safety Commissioners and Food Safety Officers. They inspect manufacturing units, collect samples, conduct laboratory testing, seize products where necessary, and initiate prosecution. Companies that fail to justify their claims may face suspension or cancellation of their food licences.
The current enforcement drive is a warning to the entire food industry. Claims such as “immunity booster,” “heart healthy,” “diabetic friendly,” or “completely natural” must now be backed by credible scientific research rather than marketing language.
Consumers also have an important role. The ingredient list should always be read before purchasing packaged food. Ingredients are listed in descending order by quantity. If refined flour and sugar appear at the top of the list in a product marketed as healthy, consumers should question the claim. The nutrition table should also be compared on a per 100 gram basis rather than relying on small serving sizes that may understate sugar, sodium, fat, or calorie content.
Buyers should verify the 14 digit FSSAI licence number printed on the package and check the manufacturing date, expiry date, vegetarian or non vegetarian symbol, allergen declarations, and storage instructions.
Globally, India is moving closer to international best practices. The Codex Alimentarius guidelines of the United Nations require food claims to be truthful and supported by scientific evidence. The European Union permits only scientifically approved health claims, while regulators in the United States closely monitor food labeling and misleading advertising through strict oversight.
Experts have also long advocated mandatory front of pack warning labels for products high in sugar, salt, or saturated fat. Such labels have helped consumers make informed choices in several countries and could further strengthen consumer protection in India.
FSSAI’s latest action marks an important turning point in Indian food regulation. It discourages misleading marketing, rewards honest manufacturers, promotes fair competition, and strengthens consumer confidence. The future of food labeling will depend not only on stricter enforcement but also on greater consumer awareness. Reading ingredient lists, understanding nutrition labels, and questioning exaggerated claims remain the most effective tools against misleading advertising.
