In an era where consumers are increasingly looking for healthier food options, labels like “healthy,” “organic,” “vegan,” and “zero maida” often influence purchasing decisions. However, India’s food regulator has raised concerns that some of these claims may be misleading consumers rather than helping them make informed choices.
The Food Safety and Standards Authority of India (FSSAI) has issued notices to several food business operators (FBOs) for alleged violations of the Food Safety and Standards Act, 2006. The action is aimed at strengthening transparency in food labelling and ensuring that product names, branding, and marketing claims accurately reflect what consumers are buying.
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Why did FSSAI issue the notices?
According to the regulator, certain food products were marketed using terms that could create a misleading impression about their nutritional value, ingredients, or certification status. FSSAI stated that food companies must strictly adhere to labelling and display regulations and avoid branding that may deceive consumers.
The notices cover products carrying claims such as “healthy,” “organic,” “vegan,” “true vitamin,” and “zero maida,” among others.
Which products come under scrutiny?
Among the brands flagged were products marketed under names such as Healthy Master, Neuherbs True Vitamin, PLAN B Plant-Based Vegan, The Health Factory Zero Maida products, Troovy Healthy Chips, Emami Healthy and Tasty, Organic Wisdom, Shine Organic, Two Brothers Organic Farms, World of Organic, and others.
The regulator observed that some products used terms like “organic” despite lacking mandatory certifications such as NPOP, PGS certification, or the Jaivik Bharat logo. Others used claims like “vegan” without official approval under their FSSAI licence. In another example, a pomegranate juice product was reportedly marketed in a way that could lead consumers to believe it was primarily pomegranate juice, despite containing only a small percentage of pomegranate concentrate.
Why do misleading food labels matter?
Doctors say food labels play a critical role in helping consumers make dietary choices. Terms such as “healthy” or “organic” often create a “health halo effect,” where consumers assume a product is nutritionally superior without carefully examining the ingredient list or nutrition facts.
This can be particularly concerning for people managing health conditions such as obesity, diabetes, hypertension, food allergies, or nutritional deficiencies. Consumers may unknowingly pay premium prices for products marketed as healthier alternatives when the actual nutritional benefits are limited or unsupported.
How can consumers protect themselves?
Experts recommend looking beyond front-of-pack marketing claims and reviewing:
- Ingredient lists
- Nutrition information panels
- Certification logos
- Added sugar and sodium content
- Serving sizes
- FSSAI licence details
For organic products, consumers should verify recognised certifications such as Jaivik Bharat, NPOP, or PGS logos rather than relying solely on brand names.
A step towards greater transparency
Public health experts have welcomed the regulator’s move, noting that misleading health claims have become increasingly common in the packaged food industry. The action sends a strong message that food manufacturers must ensure greater transparency and accuracy in product branding.
As consumers become more health-conscious, clear and truthful labelling is essential for building trust and enabling informed food choices. FSSAI’s latest crackdown highlights the importance of holding brands accountable and ensuring that marketing claims are backed by evidence rather than promotional language.