The Food Safety and Standards Authority of India (FSSAI) has issued more than 150 notices to food and beverage companies in recent months over alleged misleading advertisements, false claims and violations of food labelling rules. The regulator said the enforcement action covers major brands including Nestle India, PepsiCo and Coca-Cola India, as authorities intensify scrutiny of the information presented to consumers.
The action is part of a broader regulatory push to ensure that food companies make accurate and substantiated claims about their products. FSSAI has also taken action involving e-commerce platforms and food service chains, while several companies have subsequently changed labels, advertising language or product classifications after receiving regulatory notices.
FSSAI Steps Up Action Against Misleading Food Claims
These FSSAI notices fit a broader pattern of action against unsupported product claims. Recent examples include the regulator’s order involving Dabur’s “100% natural” and “100% pure” labels and its direction to PIE Foods on monk-fruit sweetener products.
FSSAI’s latest enforcement update highlights a growing focus on how food products are marketed, rather than only whether the products themselves meet food safety standards.
The notices issued in recent months relate to alleged misleading advertisements, false health or nutritional claims and non-compliance with labelling regulations. The regulator has also been examining claims and descriptions that could create an inaccurate impression about the composition, nutritional value or benefits of food products.
The development is significant for India’s large packaged-food and beverage industry, where brands increasingly compete through health, nutrition, wellness and premium-positioning claims.
Key Details Of The FSSAI Action
| Particular | Details |
|---|---|
| Regulator | FSSAI |
| Notices issued | More than 150 |
| Main concerns | Misleading ads, false claims, labelling violations |
| Companies named in reports | Nestle India, PepsiCo, Coca-Cola India and others |
| Other businesses under scrutiny | E-commerce platforms, food service chains |
| Enforcement period | Recent months |
| Regulatory focus | Consumer information and food compliance |
| Corrective action | Labels and advertising practices revised in several cases |
FSSAI’s action does not mean that every company receiving a notice has been found guilty of an offence. A notice is part of the regulatory enforcement process and gives a business an opportunity to respond or correct the identified issue.
What Types Of Claims Are Under Scrutiny?
Food advertising often relies on simple claims to communicate a product’s perceived benefits. Words such as “healthy,” “natural,” “100%,” “pure,” “high protein” or other nutritional and wellness descriptions can influence consumer decisions.
The regulator’s recent actions indicate that companies are being expected to ensure that such claims are accurate, supported by evidence and consistent with applicable food regulations.
In recent enforcement activity, FSSAI has specifically targeted “100%” claims used on product labels, packaging and advertisements. Several companies, including Amway India, Emami and Bonn Biscuits, have reportedly withdrawn or changed such claims following regulatory intervention.
Common Areas Of Regulatory Scrutiny
FOOD MARKETING CLAIMS
│
├── Health Claims
│ ↓
│ Must be substantiated
│
├── Nutritional Claims
│ ↓
│ Must accurately reflect product
│
├── "100%" / Purity Claims
│ ↓
│ Cannot create a misleading impression
│
├── Product Labelling
│ ↓
│ Ingredients and descriptions must comply
│
└── Advertisements
↓
Must not mislead consumers
The enforcement approach places greater responsibility on companies to examine not only individual words but also the overall impression created by their marketing.
Several Companies Have Already Changed Their Labels
FSSAI’s recent enforcement has resulted in corrective action from multiple businesses.
Amway India, Emami and Bonn Biscuits are among companies reported to have removed or modified “100%” claims after the regulator raised concerns. Other businesses, including Dabur India, Ferns N Petals and Lotte India, have also reportedly amended product labels, classifications or advertising practices following notices.
This indicates that the regulator’s actions are not limited to financial penalties or legal proceedings. Companies may also be required to change how products are described and marketed.
Examples Of Corrective Action
| Company / Business | Issue Reported | Action |
|---|---|---|
| Amway India | “100%” claim | Claim withdrawn/modified |
| Emami | “100%” claim | Claim withdrawn/modified |
| Bonn Biscuits | “100%” claim | Claim withdrawn/modified |
| Dabur India | Product classification/label issue | Label or classification amended |
| Ferns N Petals | Product labelling | Labels revised |
| Lotte India | Labelling/advertising issue | Corrective measures taken |
These examples illustrate the increasing importance of regulatory review before packaging and advertising campaigns are released.
Why Food Labelling Has Become A Bigger Issue
Food labels are one of the main sources of information available to consumers when comparing products.
Consumers may use labels to determine whether a product contains particular ingredients, has a certain nutritional profile or offers a specific benefit. If the information is incomplete, inaccurate or presented in a misleading way, consumers can make decisions based on an incorrect understanding of the product.
FSSAI’s regulatory framework therefore covers areas including food composition, ingredients, packaging and labelling, in addition to advertising.
The regulator’s latest enforcement activity suggests that scrutiny is increasingly extending to the way this information is presented commercially.
Digital Commerce Adds Another Layer Of Oversight
FSSAI’s action also involves e-commerce platforms and food service chains, reflecting the changing way consumers discover and purchase food products.
Online marketplaces allow brands to display product descriptions, nutritional information, promotional claims and advertisements to millions of consumers. Incorrect information can therefore reach a much larger audience than a traditional physical-store label.
Digital platforms can also make it easier for sellers to change product descriptions quickly, increasing the need for monitoring and compliance.
Food Marketing Has Multiple Consumer Touchpoints
FOOD BRAND
│
┌────────────┼────────────┐
▼ ▼ ▼
Packaging Website Advertising
│ │ │
▼ ▼ ▼
Retail E-commerce Social Media
│ │ │
└────────────┼────────────┘
▼
CONSUMER
The regulatory challenge is therefore no longer limited to a physical product package. A single product can be promoted through multiple channels, each of which needs to communicate information accurately.
Health And Nutrition Claims Face Greater Attention
The food industry has increasingly moved toward health-focused products as consumers become more interested in protein, low-sugar, natural, organic and functional-food categories.
These categories can command premium prices, making marketing claims particularly important.
A claim that suggests a product is healthier or nutritionally superior can materially influence purchasing decisions. FSSAI’s enforcement activity indicates that companies will need stronger internal processes to substantiate such claims before using them in marketing campaigns.
For food companies, this could increase the importance of scientific evidence, regulatory review and legal checks during product development.
Impact On Major Food And Beverage Companies
Large companies have extensive advertising budgets and reach millions of consumers. As a result, regulatory scrutiny of their claims can have a significant impact on brand communication.
A notice may require a company to revise packaging across existing inventory, modify digital advertisements or withdraw a particular marketing claim.
That can create additional costs beyond any regulatory penalty.
Potential Business Impact
| Area | Potential Effect |
|---|---|
| Packaging | Reprinting or redesign costs |
| Advertising | Campaign changes or withdrawal |
| Product launches | Additional regulatory review |
| E-commerce | Changes to online product descriptions |
| Brand reputation | Greater scrutiny from consumers |
| Compliance | Higher legal and regulatory costs |
| Product claims | Need for stronger substantiation |
For smaller food businesses, the cost of changing packaging or withdrawing advertising can be particularly significant.
FSSAI’s Action Reflects A Broader Consumer-Protection Push
The latest enforcement activity is taking place alongside wider scrutiny of food claims and advertising in India.
The regulator has recently focused on product descriptions, inappropriate claims, ingredient declarations and packaging issues. Several companies have responded by changing their products or labels after receiving notices.
The trend suggests that companies can expect greater attention to the accuracy of consumer-facing information.
This is particularly relevant as India’s packaged-food market becomes more competitive and brands increasingly differentiate products through specialized claims.
What The Notices Mean For Consumers
For consumers, stronger enforcement could improve the quality and reliability of information available on food products.
However, consumers should distinguish between a regulatory notice and a final finding of wrongdoing. The issuance of a notice generally means that the regulator has identified an issue requiring a response or corrective action; it does not automatically establish that a company has committed an offence.
Consumers can also benefit from comparing ingredient lists and nutritional information rather than relying exclusively on prominent marketing claims.
What The Action Means For Food Companies
The latest regulatory activity is likely to encourage companies to strengthen compliance checks before launching advertising campaigns or changing packaging.
Marketing, legal, regulatory and product-development teams may increasingly need to work together before claims are approved.
Companies may also need to maintain documentation supporting nutritional and health claims, particularly where advertising emphasizes a specific benefit.
For brands operating across multiple markets, the challenge can be even greater because claims permitted in one jurisdiction may not meet India’s regulatory requirements.
The Bigger Picture
FSSAI’s issuance of more than 150 notices signals a more aggressive approach to misleading food advertisements, false claims and labelling violations in India’s packaged-food and beverage sector. The involvement of major brands, e-commerce platforms and food service businesses shows that regulatory scrutiny is expanding across the entire consumer journey, from packaging to digital marketing.
The broader impact could be a shift toward more evidence-based food marketing. Companies may become more cautious about using broad claims such as “100%” or health-related descriptions unless they can clearly substantiate them. For consumers, stronger enforcement could mean clearer product information, although businesses will need to absorb additional compliance and packaging costs.
Looking Ahead
FSSAI is likely to continue examining food labels, advertisements and consumer-facing claims as the packaged-food market expands and digital commerce becomes an increasingly important sales channel. Companies that receive notices may need to modify claims, packaging or advertising material, while businesses preparing new products will have a greater incentive to conduct regulatory reviews before launch.
For the food industry, the key challenge will be balancing effective marketing with accurate consumer communication. As competition increases in health, nutrition and premium food categories, brands may increasingly need scientific evidence and regulatory validation behind their claims. The latest 150-plus notices suggest that FSSAI intends to make misleading or unsupported claims a more significant compliance risk for food businesses operating in India.
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