Government Cracks Down on Misleading Marketing
New Delhi: The Central Government has taken decisive action against the makers of Bournvita, ordering e-commerce platforms to remove it from the “health drinks” category. This move comes after complaints alleging misleading labeling and excessive sugar content in the popular malt-based powder supplement.
An investigation initiated by the National Commission for Protection of Child Rights (NCPCR) found that Bournvita’s projected image as a health drink lacked scientific basis. According to the NCPCR, the product contains high levels of sugar, which exceed recommended amounts for healthy beverages. Additionally, the NCPCR determined that there is no specific definition for “health drinks” under the Food Safety and Standards (FSS) Act, 2006.
The reclassification of Bournvita follows guidelines issued by the Food Safety and Standards Authority of India (FSSAI), warning e-commerce platforms against listing dairy-based or malt-based beverages as health drinks. This crackdown aims to curb misleading marketing practices that can manipulate consumer choices, particularly when it comes to children’s health.
For decades, Bournvita has been promoted as a supplement for children’s growth and development. However, a growing awareness of the dangers of excessive sugar consumption has raised concerns about its formulation. Studies have linked high sugar intake in children to health issues such as obesity, type 2 diabetes, and heart disease.
The government’s action highlights the need for stricter regulations surrounding the labeling and marketing of food products, particularly those targeted towards children. This decision may encourage companies to reformulate their products with healthier ingredients and to be more transparent in their labeling.
