Vol. 13, Issue 4 (2024)

Misleading food advertisements often exploit inaccurate claims regarding product attributes, nutrition, health benefits or origin, leaving consumers with ill-informed choices. The Advertising Standards Council of India (ASCI) assumes a pivotal role in overseeing advertising practices within the food industry, ensuring transparency and responsibility. As a self-regulatory entity, ASCI establishes rigorous guidelines and codes for food advertisers, stressing accurate information, supported assertions and ethical communication. This curbs deceptive ads that could influence buying decisions. ASCI's involvement extends to fostering responsible advertising through partnerships with government bodies, industry associations and consumer organizations. Collaborating with the Food Safety and Standards Authority of India (FSSAI), ASCI counters false health and nutritional claims by food processors. It's already engaged with the Department of Consumer Affairs, addressing misleading ads in key sectors. This underscores ASCI's profound impact in upholding the authenticity of Indian food and beverage advertisements.