FSSAI steps up scrutiny of ‘healthy food’ claims, pressuring D2C brands to revise labels and ads
India’s food regulator has issued notices over unsubstantiated health claims, increasing compliance and substantiation demands on nutrition brands. ASCI said 85% of 158 digital ads it reviewed from January to June required modification.
FSSAI has issued notices over unsubstantiated healthy-food claims, driving label and advertising revisions at Indian D2C brands. ASCI said 85% of 158 scrutinised digital ads needed changes, raising compliance, substantiation and product-development pressure across the fast-growing health-food category.
Why this matters
The action extends FSSAI's recent push on food marketing and labelling: a related signal reported scrutiny of healthy claims, while Codex adopted India-led standards covering spices, cardamom and labelling.
Retail-brand is accelerating, up 340000% QoQ.