Govt weighs curbs on 'misleading' cola ads

NEW DELHI: The Centre has said it is considering how to check alleged “misleading advertisements” by softdrink manufacturers. On the controversial issue of disclosing ingredients and their specific quantity on the label of beverages, the government has said although this is not an international practice, the Indian law does have provisions in this regard.

However, its implementation has been deferred to work out amendments to accommodate the demands of the manufacturers without compromising on health safety standards, it added.

“An inter-ministerial group under the chairmanship of the director general of health services is considering what constitutes ‘misleading advertisements’ for ensuring that action by the enforcing authorities are not challenged,” said the Centre in its reply to a public interest litigation filed in the Supreme Court, seeking disclosure of the ingredients of the beverages.

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

In its reply, the ministry of health and family welfare, said the practice of disclosing the ingredients and their specific quantity in the product on the label 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,” said the Centre.

However, some of the amended provisions on labelling that have been notified impose some obligations on the manufacturers, said the government. But in view of the objections raised by the manufacturers’ associations, including CII and CIFTI, its implementation has been deferred.

Meanwhile, the government is trying to device an amicable solution to accommodate manufacturers’ views without compromising on health safety, said the Centre.