Key Update

In its latest X post, the Food Safety and Standards Authority of India (FSSAI) has urged food influencers and celebrities to verify the safety, legality and regulatory compliance of products before endorsing them. The advisory comes as influencer-led promotions increasingly shape consumer food choices, making responsible and accurate endorsements more important than ever.

Why FSSAI Issued the Warning

Millions of consumers rely on recommendations from popular creators, often without independently verifying the claims being made. FSSAI has emphasised that this influence comes with responsibility. Inaccurate, exaggerated or misleading claims can leave consumers with a false impression about a food product’s safety, quality or nutritional benefits.

What Influencers Need to Check

FSSAI has asked celebrities and influencers to conduct due diligence before endorsing food products. This includes verifying whether a brand’s claims are truthful, substantiated and permitted under applicable food safety regulations. For instance, if a product claims to boost immunity or provide specific nutritional benefits, influencers should verify the basis for such claims rather than simply repeating them in promotional content.

Legal Consequences for Misleading Endorsements

FSSAI has stressed that misleading food advertisements and endorsements are not merely an ethical issue—they can also have legal consequences. Violations may attract action and penalties under the Food Safety and Standards Act, 2006, including Sections 24 and 53, as well as the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator has therefore called on influencers to verify product compliance, scrutinise claims and ensure that their promotions do not mislead consumers before entering into brand collaborations.

Source: NDTV