The Food Safety and Standards Authority of India (FSSAI) and the Advertising Standards Council of India (ASCI) will work together to curb misleading food and beverage advertisements.

“We would like to raise our engagement with ASCI and we are looking at ways in which we can do it. The details are being worked out,” FSSAI Chief Executive Officer Pawan Agarwal said.

Though the two organizations have worked together informally earlier, the formal ties are apparently a fallout of the increasing number of food and beverage advertisements that are flouting norms. Between January and March 2016, the ASCI’s Consumer Complaints Council upheld complaints regarding a majority of such advertisements.

Under the arrangement, the ASCI will be empowered to write to the advertisers about whom the FSSAI receives valid complaints, and direct them to modify their ads to conform to guidelines. If they do not comply, then FSSAI will take necessary action.

Last year, under an arrangement between the Department of Consumer Affairs and ASCI, the latter was empowered to act against misleading ads in any medium across any category on a complaints website.

Sources :

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