Strict Action Against Promotion And Advertising

The FDA has invoked provisions under the Infant Nutrition Regulations, 2020, and the Infant Milk Substitutes Act, 1992, to prohibit promotional practices involving infant foods. Manufacturers and other stakeholders cannot distribute infant foods as free samples, gifts, coupons or cashbacks. The order also targets surrogate and misleading promotions, including those carried out through influencers.

The FDA will also monitor sponsorships, hospitality, speaker fees and grants provided by infant food manufacturers to doctors, hospitals and medical associations for conferences, research or other activities when such support promotes their products.

Restrictions On Infant Food Composition And Claims

The FDA has directed infant food manufacturers to comply with prescribed standards for product composition and labelling. Manufacturers must not use prohibited preservatives, colours or flavours.

They must also ensure that sugar levels remain within the mandated 20% limit and must not make misleading “No added sugar” claims on product packaging. Going forward, infant food labels must carry the statement “Mother’s milk is best for your baby” and advise consumers to use the product only on the recommendation of a health worker. Labels must also warn that the product should not serve as the sole source of nutrition for infants and should be introduced only after six months.

Hospitals Asked To Report Adverse Events

The FDA has also asked paediatricians in hospitals to report suspected adverse events associated with infant foods. These include suspected foodborne illnesses, sepsis or meningitis in formula-fed newborns, allergic reactions, foreign matter and illnesses linked to product preparation. When hospitals report such incidents, the FDA will trace the relevant batch, collect samples and coordinate with the Integrated Disease Surveillance Programme for further investigation.

Mundhe stressed that doctors can prescribe infant formula when medically necessary, but they cannot recommend specific brands. He also said hospitals must not become platforms for surrogate advertising and should continue to promote breastfeeding.

FDA Warns Celebrities Over Product Endorsements

Mundhe also said that Shah Rukh Khan, Ajay Devgn and Tiger Shroff have responded to notices issued over their alleged involvement in surrogate promotions for banned pan masala and tobacco-related products. Two of the actors have also appeared before FDA officials for hearings, although Mundhe did not disclose their names.

The commissioner reiterated that celebrities and influencers can be held accountable for the products they endorse, signalling closer scrutiny of promotional practices alongside the FDA’s wider enforcement efforts.

Source: Hindustan Times