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<ul><li><keyword id="169284" type="ORGANIZATION" weightage="20" keywordseo="ASCI">ASCI</keyword> has partnered with <keyword id="154680" type="ORGANIZATION" weightage="20" keywordseo="FSSAI">FSSAI</keyword>. </li><li>With this partnership, the industry bodies aim to safeguard consumers against misleading claims in food and beverage (F&amp;B) advertisements. </li></ul>The <keyword id="120108" type="ORGANIZATION" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) has signed an agreement with the <keyword id="564221" type="ORGANIZATION" weightage="20" keywordseo="Food-Safety-and-Standards-Authority">Food Safety and Standards Authority</keyword> of India (FSSAI) to safeguard consumers against misleading claims in food and beverage (F&amp;B) advertisements. The agreement was signed in the presence of <keyword id="11579676" type="UNKNOWN" weightage="20" keywordseo="shri-arun-singhal">Shri Arun Singhal</keyword>, CEO, FSSAI, and Professor Bejon Misra, Adviser, Public Affairs, ASCI, on July 1st. As per the agreement, ASCI will identify advertisements which prima facie violate provisions of Food Safety And Standards (Advertising And Claims) Regulations, 2018, and FSSAI would further investigate these. Under the agreement, ASCI will set up a three-member expert panel to evaluate F&amp;B advertising identified by the ASCI monitoring team. There has been a marked increase in the number of complaints against F&amp;B ads during the COVID-19 pandemic. In the last financial year (FY) ASCI has processed a total number of 285 complaints compared to 175 in FY 2019-20. So, claims by F&amp;B brands, particularly those related to health and nutrition, are under greater scrutiny. Food and health continue to be important focus areas for ASCI. With this association, ASCI further strengthens its 360-degree approach of protecting consumers as well as guiding brands, agencies, and influencers towards greater responsibility. Manisha Kapoor, Secretary-General, ASCI, said: “With this agreement, ASCI will intensify its scrutiny of the F&amp;B sector. We will tap our National Advertising Monitoring Service, which monitors over 900 TV channels and publications, and over 3,000 websites. Besides national brands, we will examine regional and local ones. Our experts, with decades of experience in the F&amp;B sector, will shortlist those advertisements that require further scrutiny by FSSAI.” Subhash Kamath, Chairman, ASCI, added: “This is a significant collaboration. The common goal of consumer protection drives us all to share skills, expertise and resources in the most effective way to curb the menace of misleading advertising.”

ASCI and FSSAI join hands to curb misleading claims in food and beverage advertisements

It’s not even been a month that yoga guru <keyword id="6355107" type="PERSON" weightage="100" keywordseo="Baba-Ramdev">Baba Ramdev</keyword>’s FMCG company called <keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">Patanjali</keyword> faced flak because of its <keyword id="442416" type="UNKNOWN" weightage="100" keywordseo="misleading-ads">misleading ads</keyword> for its hair oil and washing powder brands, and the company has again found itself under the radar of India’s ad authorities. 
 <keyword id="169284" type="ORGANIZATION" weightage="100" keywordseo="ASCI">ASCI</keyword> has objected to several ads run by the company, including the one for its best-selling product, the '<keyword id="3319699" type="UNKNOWN" weightage="100" keywordseo="Dant-Kanti">Dant Kanti</keyword>' toothpaste. Reportedly, ASCI has found the ad misleading, along with the ones for its mustard oil (Kachi Ghani), fruit juices and cattle feed (Dhugdhamrit) products. 
 ASCI and India’s apex food regulator Food Safety and Standards Regulator of India (<keyword id="154680" type="ORGANIZATION" weightage="100" keywordseo="FSSAI">FSSAI</keyword>) have signed an MoU, under which ASCI would be checking misleading ads in the food and beverage sector. 
 
As per ASCI, Dant Kanti's ads claim that the product is "Effective Against Pyorrhoea, Swelling &amp; Bleeding of Gums, Yellowing of Teeth, Sensitivity &amp; Bad Breath" and "protects your teeth for a longer time and provides a natural shield against germs." However, these claims are not substantiated and thus can mislead the customers. 
 
ASCI has also raised objections against several other companies, like HUL, P&amp;G, Kellogg India, L'Oreal India and Colgate-Palmolive, for misleading claims made in advertisements for a variety of products.

The Ads authority in India is very angry about Patanjali’s misleading advertisements

<ul><li>Tap-a-Gain will engage with advertisers, agencies, and small business owners to help them get their advertising communication “First time right” and compliant with regulations.</li><li>Brings Expertise, Experience and Excellence in a niche area.</li></ul><keyword id="3090239" type="PERSON" weightage="20" keywordseo="Shweta-Purandare">Shweta Purandare</keyword> has launched Tap-a-Gain, a boutique consultancy service. Tap-a-Gain will engage with advertisers, agencies, and small business owners to help them get their advertising communication “First time right” and compliant with advertising regulations. With a stellar career in renowned companies and rich experience as the <keyword id="104497" type="POSITION" weightage="20" keywordseo="secretary-general">Secretary General</keyword> of the <keyword id="120108" type="COMPANY" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI), Ms Purandare promises to offer niche service in the world of advertising. To set up Tap-a-Gain, Purandare quit Diageo India where she was heading Corporate Brand and Communications, overseeing External Communication, Internal Communication, Employer branding and Corporate brand presence on Digital and Social media. Purandare is the former Secretary General of ASCI and steered its transformation over a period of eight years wherein MOUs were established with key regulators such as Department of Consumer Affairs, FSSAI, Ministry of AYUSH and interactions with the Ministry of Information and Broadcasting. Over her 28+ years career, Purandare gathered extensive experience in product evaluation, product endorsements, advertising claim support, regulatory compliance, Government affairs, Social Media strategy, Grievance redressal and consumer advisory services. Her experience spans over multiple sectors such as FMCG, Beautycare, Personal Hygiene, Home care, OTC/ Healthcare, Food and Beverages. She was also the Scientific Director at L’Oreal India heading their product evaluation Centre and Consumer Complaint department. She was a Regulatory Affairs expert at Procter &amp; Gamble India. Some of the services in the repertoire of <a href="https://www.tap-a-gain.com/">Tap-a-Gain</a> are – <ul><li>Advertising and related Regulatory compliance</li><li>Due Diligence for Celebrity endorsement</li><li>Due Diligence for Influencer advertising</li><li>Digital and Social Media Compliance</li><li>Claim Substantiation approach</li><li>Corporate Communication and Social Media content strategy</li></ul>

ASCI's Ex-Secretary General Shweta Purandare launches ‘Tap-a-Gain’, a boutique consultancy service

There has been a huge public outcry about how Maggi was allowed to advertise as a ‘healthy’ food alternative. Many are vexed about how authorities could let the brand duck for so long. 
 
 
 
The regulator in cases of broadcast is the Ministry for Information and Broadcasting law. That might work for censoring potentially objectionable content, but where are the ‘claims’ probed? 
 
Industry experts claim Maggi should have been advertised as a convenience food, and not a health food. The opposite led to the ensuing paradox. 
 
This is how it works. The FSSAI, FDA or Ministry of Health check the authenticity of the products advertised. In matters of broadcast, there are self-regulatory voluntary organizations like the Advertising Standards Council of India that keep an eye on the advertising industry. 
 
“We review complaints against objections raised against current advertisements, process them, and advertiser is given an opportunity to present their case. In case of technical claims, the advertiser furnishes the data which is reviewed by technical experts. The Consumer Complaints Council then arrives at a conclusion,” says Shweta Purandare, Secretary General, Advertising Standards Council of India. 
 
However, ASCI’s remit is limited to advertising content. 
 
Most believe that a slight lack of coordination between these seemingly diverse departments can spell disaster for the Indian masses. A group of experts and citizens believe the Maggi case should be made an example to deter future offenders. 
 
Devindar Sharma, Food and Trade Policy Analyst agrees, “This is definitely an indication of the poor food safety regulation in India. It’s also high time to introduce provisions in the Consumer Protection Act to penalize Celebrities and Advertising agencies for false advertising. Just because they can play around with words doesn’t mean they have the freedom to sell illusions.” 
 
Outrageous claims like six packs abs in 7 days, or 15 kg weight loss in 15 days can be sieved easily, but can finer claims by bigger brands go unnoticed in India? Only time would tell. 
 
(Image credit: Indiatimes)

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ASCI and FSSAI join hands to curb misleading claims in food and beverage advertisements

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The Ads authority in India is very angry about Patanjali’s misleading advertisements

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ASCI's Ex-Secretary General Shweta Purandare launches ‘Tap-a-Gain’, a boutique consultancy service

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India: Can many a Maggi slip through?

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