Misleading claims in advertisements have been steadily growing between January and March 2016, food & beverages figured among the key categories, where complaints were upheld by ASCI’s Consumer Complaints Council, the central unit that processes complaints received against advertisers and brands. The regulator is yet to release the list of complaints upheld for the month of April 2016.

Among the companies that ASCI had written to modify ads in March — the last available month — are ITC for its Aashirvaad Multi-grain Atta; Patanjali Ayurved for its Kachi Ghani Mustard Oil; and Gemini Edibles & Fats for its Freedom Rice Bran Oil. In January and February 2016, the list of errant advertisers included Dabur, Cargill, Pan Parag, Coca-Cola, Perfetti Van Melle, and Ruchi Soya.

Besides big advertisers, the list of errant companies against whom complaints were upheld by ASCI between January and March this year also included small and regional brands, which makes the task even more challenging for regulators, say experts, since regional and local players abound in food. The move by regulators like FSSAI and ASCI to work together is a welcome one

FSSAI to join hands with ASCI for taking action on misleading advertisements

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