Archive · 22 Aug 2026
Food Advertising Claims Face Fines as Brands Remain Responsible
Food companies sometimes advertise products with claims that may confuse or mislead people.
The Advertising Standards Council of India says brands are responsible for checking their claims before showing them to consumers.
False or misleading claims can lead to fines of up to Rs 10 lakh.
Common claims under scrutiny involve immunity, weight management, gut health and blood sugar.
People can complain about an advertisement, and the complaint is reviewed with evidence from the advertiser.
If a claim breaks advertising rules, the company may have to change or withdraw it.
Food authorities can also take stronger action, such as banning or seizing products.
Some brands have changed claims after receiving notices, while others still use claims that are being questioned.
Misleading or false food-advertising claims can attract fines of up to Rs 10 lakh.
ASCI says brands must have their legal, technical and marketing teams validate claims before publication.
Recurring concerns include weight management, immunity, gut health, blood-sugar regulation and HbA1c reduction claims.
ASCI reviews complaints and evidence, while non-compliance can be referred to the Food Safety and Standards Authority of India.
Several brands, including Health Factory, Healthy Master, Troovy and Storia, continue to face scrutiny over marketing or packaging claims.
- Who
- The Advertising Standards Council of India, the Food Safety and Standards Authority of India, food brands and compliance experts are involved.
- What
- Authorities and industry bodies are addressing potentially misleading food-advertising, packaging and labelling claims.
- When
- The article does not specify a date; it refers to ongoing inspections, notices and advertising practices.
- Where
- India.
- Why
- To ensure food claims are accurate, supported by evidence and compliant with advertising and food-safety requirements.
- Potential advertising fine
- Misleading or false food-advertising claims can attract a fine of up to Rs 10 lakh.
- Industry body
- The Advertising Standards Council of India is a voluntary self-regulatory organisation for India’s advertising industry.
- Complaint process
- ASCI seeks the advertiser’s response and supporting technical evidence before review by its Consumer Complaints Council.
- Possible outcome
- An upheld complaint can require an advertiser to modify or withdraw its advertisement.
- Regulatory escalation
- Non-compliance may be referred to the Food Safety and Standards Authority of India.
- Enforcement actions
- Food-safety authorities may ban or seize products or declare them sub-standard where applicable.
- Examples cited
- Health Factory, Healthy Master, Troovy and Storia were cited over claims used in packaging or advertisements.