The Food Safety and Standards Authority of India (FSSAI) has warned celebrities and social media influencers against promoting food products using misleading or unverified health and nutritional claims.
The advisory comes as food brands increasingly use digital creators and celebrities to promote health drinks, protein products, snacks, supplements and packaged foods to millions of consumers online. FSSAI has emphasized that influencers should verify the claims made by brands before associating their name or credibility with a product.
Claims such as “boosts immunity” or “rich in nutrients” should not be promoted unless they are scientifically substantiated and permitted under applicable food safety regulations.
Influencers Could Face Legal Action
FSSAI cautioned that celebrity and influencer endorsements carry significant public trust and therefore should not amplify claims that may mislead consumers. Misleading food 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 regulator’s warning places greater responsibility on influencers to ensure that promotional content complies with food safety and advertising requirements.
FSSAI Also Takes Action Against Unsafe Food Products
Alongside the advisory, FSSAI prohibited the manufacture, sale and distribution of food products made by M/s Shree Shyam Foods, M/s Bharat Food Products and M/s 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 Motichoor laddoo samples were found to contain Tartrazine at 2,670.5 mg/kg, significantly exceeding the permissible limit of 100 mg/kg.
In another case, Shree Chemfood Pvt Ltd in Gujarat was penalised after samples of iodised salt were found to be substandard and misbranded.
Consumers Can Report Misleading Promotions
FSSAI has also encouraged consumers to report misleading food advertisements and celebrity endorsements through its Food Safety Connect platform.
The latest advisory highlights the growing responsibility of influencers and celebrities in food marketing, particularly when promotional claims relate to health, nutrition or consumer safety.
For food influencers and creators, the message is clear: verify the claim before promoting it.
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