Centre mulls checks on misleading ads for soft drinks

NEW DELHI: The Centre is considering ways to check alleged ‘misleading advertisements’ by soft drink manufacturers. On the controversial issue of disclosing ingredients and their specific quantities on the labels of beverages, the government has said though this is not being followed globally, Indian law does have provisions in this regard. However, its implementation has been deferred to work out amendments to accommodate manufacturers’ demands without compromising on health safety standards.

“An inter-ministerial group under the chairmanship of the director-general of health services is considering what constitutes ‘misleading advertisements’ to ensure action by the enforcing authorities is not challenged,” the Centre said in its reply to a public interest litigation filed in the Supreme Court seeking disclosure of the ingredients of the beverages. The petition has alleged the misleading ads on soft drinks were making people want them.

The government has said there is a provision under Rule 43 (A) of the Prevention of Food Adulteration Act, 1955, for prohibiting advertisements that are misleading or in contravention of the law.

The ministry of health and family welfare, in its reply, said the practice of disclosing the ingredients and their specific quantities in the product is not being followed in the international market. “It is stated that giving level of contaminants is not the international practice nor it has been prescribed by the Codex,” the Centre said.

However, some of the amended provisions on labelling, that have been notified, impose some obligations on the manufacturers, the government said.

But in view of the objections raised by manufacturers’ associations, including CII and CIFTI, its implementation has been deferred. In the meanwhile, the government is trying to devise an amicable solution to accommodate manufacturers’ views without compromising on health safety.