FSSAI: No ‘Health’ or ‘Energy’ for Malt Drinks

The Food Safety and Standards Authority of India (FSSAI) is shaking things up in the world of e-commerce beverages. In a recent directive, the food regulator has instructed all e-commerce companies to stop using the terms “health drink” and “energy drink” for malt-based beverages. This move targets a prevalent practice where products categorized as generic “Proprietary Food” are marketed with health or energy drink claims, potentially misleading consumers.

Why “Health Drink” and “Energy Drink” Don’t Apply

The FSSAI’s directive stems from a critical gap in food labeling regulations. The term “health drink” holds no legal definition within the Indian food regulatory framework. This lack of standardization allows for subjective interpretations and potentially misleading marketing tactics. Similarly, “energy drink” has a specific legal meaning, referring only to flavored water-based beverages, both carbonated and non-carbonated.

Malt-based beverages, on the other hand, often fall under broader categories like “Dairy Based Beverage Mix” or “Cereal Based Beverage Mix.” By promoting these products as “health drinks” or “energy drinks,” e-commerce platforms can create unrealistic expectations for consumers.

Empowering Informed Choices: Transparency in Online Food Sales

The FSSAI emphasizes the importance of accurate product categorization. Misleading labels can influence consumer purchasing decisions and hinder informed choices. For instance, a consumer seeking an energy boost might be drawn to a malt beverage labeled as an “energy drink,” overlooking the potential lack of ingredients typically associated with genuine energy drinks.

The FSSAI’s directive aims to bridge this information gap and promote transparency in online food sales. By ensuring accurate product categorization, e-commerce platforms empower consumers to make informed choices based on factual product information. This not only protects consumer interests but also fosters a level playing field for businesses operating within the legal framework.

The FSSAI’s action sets a precedent for responsible online food advertising. It’s a win-win for both consumers and legitimate businesses, fostering a more transparent and trustworthy e-commerce food market.

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