FSSAI Warns Celebrities and Influencers Against Misleading Food Claims

The Food Safety and Standards Authority of India (FSSAI) has warned celebrities and social media influencers against endorsing unverified claims made by food and beverage brands, increasing regulatory scrutiny of digital promotions across the food industry.

The advisory targets claims such as "boosts immunity" and "rich in nutrients", which are increasingly used in online marketing for health drinks, protein products, snacks and packaged foods. FSSAI has advised influencers to check whether claims are truthful, scientifically supported and compliant with applicable food regulations before endorsing them.

The regulator said endorsements carry added responsibility because consumers may place greater trust in claims made by public figures and digital creators. 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.

The advisory comes alongside enforcement action against manufacturers of food products found to be unsafe or non-compliant. FSSAI has prohibited the manufacture, sale and distribution of products made by M/s Shree Shyam Foods, M/s Bharat Food Products and M/s KDP Food Industry after government laboratory tests found their ghee and mustard oil products unsafe for consumption.

The regulator has also penalised Dharwad Mishra Pedha and Food Processing Industry in Karnataka after its Motichoor laddoos were found to contain Tartrazine at 2,670.5 mg/kg, against the permissible limit of 100 mg/kg. In another case, Gujarat-based Shree Chemfood Pvt Ltd was penalised after samples of its iodised salt were classified as substandard and misbranded.

The advisory places greater emphasis on the compliance responsibilities attached to influencer-led marketing, particularly where products are promoted using health, nutrition or functional food claims. FSSAI has also asked consumers to report misleading food advertisements and celebrity endorsements through its Food Safety Connect platform.