Celebrities and social media influencers are often seen promoting food and beverage products, with claims that these products can boost immunity, provide high nutritional value or offer other health benefits. But the Food Safety and Standards Authority of India (FSSAI) is now taking a closer look at such claims to ensure consumers are not being misled.
Action Against Misleading Claims
The FSSAI has cautioned celebrities and influencers that promoting food products with unverified or misleading claims could lead to legal action. The regulator is also taking a stricter approach towards manufacturers that sell unsafe or non-compliant food products.
The warning comes as brands increasingly turn to celebrities and social media creators to market health drinks, protein supplements, snacks and packaged foods to large online audiences.
The FSSAI has asked influencers to do their due diligence before putting their name behind a product. Claims made by brands should be genuine, backed by scientific evidence and in line with food safety regulations.
The regulator has also highlighted the influence that celebrities and social media personalities have over consumers. An endorsement is not simply an advertisement—people often trust the person recommending the product.
This makes it important for influencers to promote products that are safe and meet the required standards.
No Room for Exaggerated Claims
The FSSAI has specifically warned against making exaggerated claims, such as saying that a product can boost immunity or has exceptional nutritional benefits, unless there is proper evidence to support the claim and it is permitted under food safety regulations.
Misleading advertisements and endorsements can attract action under the Food Safety and Standards Act, 2006, and the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
Consumers can also play a role in identifying misleading promotions. The FSSAI has encouraged people to report such advertisements and celebrity endorsements through its ‘Food Safety Connect’ platform.