In a significant move, the Indian government has directed all e-commerce websites to remove drinks and beverages from the ‘healthy drinks’ category. This decision comes as a setback for popular brands like Bournvita and others in the market.
The Ministry of Commerce and Industry issued the directive following an inquiry by the National Commission for Protection of Child Rights (NCPCR). The NCPCR investigation concluded that there is no specific definition of a “health drink” under the Food Safety and Standards Act of 2006 and its related rules and regulations, as submitted by the Food Safety and Standards Authority of India (FSSAI) and Mondelez India Food Pvt Ltd.
This order aims to address concerns regarding misrepresentation and misleading advertisements. The ministry highlighted that using incorrect terms can deceive consumers, necessitating the removal or rectification of such advertisements.
This development comes shortly after the FSSAI urged e-commerce platforms not to categorize dairy, cereal, or malt-based beverages as “health drinks” or “energy drinks.” According to the FSSAI, the existing laws define “energy drinks” as flavored water-based beverages, while “health drink” is not specifically defined.
The government’s decision will likely have significant implications for the marketing and promotion strategies of various beverages, including popular brands like Bournvita, as they will no longer be categorized as “healthy drinks” on e-commerce platforms.
