The Food Safety and Standards Authority of India (FSSAI) has warned celebrities and social media influencers against promoting food products using unverified or misleading health and nutrition claims. The advisory, reported on August 13, comes as food and wellness brands increasingly use digital creators to reach millions of consumers with claims such as “boosts immunity” and “rich in nutrients”. FSSAI has asked endorsers to ensure that claims made by brands are truthful, scientifically substantiated and compliant with food safety regulations before associating themselves with a product.
The regulator cautioned that misleading endorsements could invite legal action under the Food Safety and Standards Act, 2006 and the Food Safety and Standards (Advertising and Claims) Regulations, 2018. At the same time, FSSAI has stepped up enforcement against manufacturers of unsafe and mislabelled food products, signalling a wider effort to protect consumers from misleading food marketing.
Why FSSAI Is Holding Endorsers Accountable
The regulator’s warning comes amid the growing popularity of health drinks, protein supplements, snacks, packaged foods and other products promoted through celebrities and influencers. Such endorsements can carry significant influence because consumers may perceive a recommendation from a familiar public figure as a sign of quality or safety. FSSAI has therefore asked influencers to verify the claims made by brands before lending their name and credibility to a product.
Claims relating to immunity, nutritional value or other health benefits, it said, should not be amplified unless they are backed by appropriate scientific evidence and permitted under food laws. The existing Advertising and Claims Regulations require food-related claims to be truthful, unambiguous, meaningful and not misleading.
The regulator has also urged consumers to report misleading food advertisements and celebrity endorsements through its Food Safety Connect platform. While the latest report does not quote a named FSSAI official, the regulator’s position is clear: responsibility for truthful food communication cannot rest only with manufacturers when public figures actively lend credibility to promotional claims. This approach places greater emphasis on informed endorsements, particularly where products are marketed around health or nutrition.
Wider Crackdown on Food
The warning to influencers forms part of a broader enforcement drive by FSSAI. Alongside the advisory, the regulator prohibited the manufacture, sale and distribution of food products made by Shree Shyam Foods, Bharat Food Products and KDP Food Industry after government laboratories found their ghee and mustard oil products unsafe for consumption. FSSAI 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, more than 26 times the permissible limit of 100 mg/kg. Shree Chemfood Pvt Ltd in Gujarat was similarly penalised after iodised salt samples were found to be substandard and misbranded.
The action follows several months of increased scrutiny of food advertising and labelling. In July, FSSAI issued notices to food businesses over claims including “boost your immune system” and “remove toxins from your body”, saying such claims lacked scientific substantiation. In June, the regulator also questioned a range of claims such as “No Added Sugar”, “100% Natural” and “Heart Pro” used by food and nutraceutical companies. These developments underline that food marketing is increasingly being examined not only for what is inside a product, but also for how its benefits are presented to consumers.
The Logical Indian’s Perspective
Food choices are deeply personal, but the information people use to make those choices should never be misleading. When a celebrity or influencer promotes a product, their reach can turn a marketing claim into something that feels like trusted advice, particularly for young audiences. FSSAI’s move is therefore an important reminder that influence comes with responsibility, while brands must also be held to the same standard of honesty and scientific evidence.
Regulation should not discourage legitimate food innovation or responsible advertising, but it should ensure that consumers are able to distinguish between a genuine benefit and a persuasive marketing claim. Stronger enforcement, transparent labelling and responsible endorsements can work together to build greater trust rather than fear around food choices. How can regulators, brands and influencers work together to make food advertising more honest and useful for consumers?
Also Read: Bihar Aspirants Begin Hunger Strike In Patna, Demand BPSC TRE-4 Notification And Single-Phase Exam
