Ruchika Chitravanshi

New Delhi

The advertising fraternity is up in arms against the food regulator, Food Safety and Standards Authority of India (FSSAI), over its decision to hold companies accountable for the claims made in their advertisements that appear in the mass media.

Food and beverages companies advertising their products too seem keen to see the food regulator off their back.

The food regulator in October this year set up an expert panel to probe claims made by Hindustan Unilever in relation to their product Amaze Brain. The panel report is still awaited.

FSSAI also announced it would draft a self-regulatory code of conduct for the ad industry. Ad industry, claiming itself to be responsible, argued against the food regulator enforcing the code charging that the code clauses adversely impacted their business.

Among the bone of contentions between the regulator and the community was the clause specifying that foods high in sugar, fat and salt should not be portrayed in any way that suggests they are beneficial to health.

Secretary General, Advertising Standards Council of India, ASCI, said, “If FSSAI wants to have a role in this then they have to form a technical committee to tell how much of sodium or fat is too much of sodium or fat. The interpretation of the norm will be done by ASCI.”

FSSAI Chairperson, P I Suvrathan told Financial Chronicle, “We want the advertising community to follow the self regulatory code. We have an open mind. But on claims we would not make any compromise. We would come up with standards on claims made in ads and these would have to be followed strictly.”

On the subject of making celebrities accountable for being brand ambassadors, as desired by the regulator, Bobby Pawar, chief creative officer, Mudra, said, “You can insist a product meets various guidelines but you cannot ask a celebrity to meet the same. It is important that nothing should mislead the consumer but there can’t be arbitrary rules for the way we advertise.”

Advertising targeted at children less than 13 years is another issue of dispute between ASCI, F&B companies and the regulator. “We have a policy on marketing to children. We market our products responsibly and do not market any of our products in any mediums where children under 12 make up more than 50 per cent of the audience,” said a Coca Cola India spokesperson.

“If anything is allowed to be manufactured and consumed then why is it wrong to advertise it. If it is bad for people it should not be manufactured,” said K V Sridhar, national creative director, Leo Burnett India, who wanted a debate on the efficacy of the code.

“My brand is my celebrity. I would not like to tamper with my brand. The company will thus be conscious of not overdoing. At the end it is the company’s reputation,” claimed senior brand manager, Parle India, Shalin Desai.

(With inputs from Jayashree Maji)

ruchikachitravanshi

@mydigitalfc.com