Commerce Ministry cracks down on 'Health Drinks' misrepresentation

In a move to safeguard consumer interests, the Ministry of Commerce and Industry has issued a stern advisory to e-commerce giants, urging them to overhaul their listings by removing beverages like Bournvita from the 'health drinks' category. This directive follows a detailed investigation conducted by the National Commission for Protection of Child Rights (NCPCR), which revealed alarming discrepancies in the labeling and marketing of such products.

According to a media report, the Ministry cited the findings of NCPCR's inquiry, stating, "There is no 'Health Drink' defined under FSS Act 2006, Rules and regulations as submitted by FSSAI and Mondelez India Food Pvt Ltd." Consequently, the Ministry mandated the removal of these beverages from the 'health drinks' section on e-commerce platforms.

This advisory comes hot on the heels of an earlier directive from the Food Safety and Standards Authority of India (FSSAI), which cautioned against labeling dairy, cereal, or malt-based beverages as 'health drinks' or 'energy drinks.' FSSAI highlighted the lack of concrete definitions for such terms in Indian food laws and emphasized the potential for consumer confusion.

The crackdown on misleading categorizations gained momentum after a controversial video surfaced last April, featuring social media influencer Revant Himatsingka, also known as Foodpharmer. Himatsingka alleged discrepancies in Bournvita's nutritional content, triggering a wave of scrutiny. Mondelez International India, the manufacturer of Bournvita, promptly responded by issuing clarifications and legal notices, urging Himatsingka to retract his claims.

In response to growing concerns, NCPCR intervened, directing Mondelez to re-evaluate and rectify any 'misleading' advertisements, packaging, or labeling associated with Bournvita. This concerted effort by regulatory bodies underscores a commitment to ensuring transparency and accuracy in the marketing of food and beverage products, particularly those targeted at children.