India’s food safety regulator has intensified its scrutiny of food and beverage companies, issuing more than 150 notices in recent months over alleged misleading advertisements, unsupported product claims and non-compliance with food-labelling requirements.

The latest enforcement update from the Food Safety and Standards Authority of India (FSSAI) places greater focus on how food products are marketed and described to consumers, particularly where advertising or packaging could create an inaccurate impression about a product.

According to the regulator’s latest update, action has involved several prominent food and beverage companies, including Nestle India, PepsiCo, Abbott India, Red Bull India, Danone India, Monster Energy India, Hell Energy, Mondelez India, Coca-Cola India, Diageo, Pernod Ricard, Ferrero India and Kenvue. The notices form part of wider enforcement activity against food business operators.

Why FSSAI Is Increasing Its Scrutiny

The recent action comes as regulators increasingly examine the language brands use to promote food products. Claims such as “healthy”, “100% natural”, “no added sugar”, “fresh” and “protein-packed” have come under regulatory attention when they are not adequately supported or are presented in a way that could mislead consumers.

FSSAI’s advertising and claims framework requires food-related claims to meet prescribed conditions and prohibits misleading representations. The regulator’s rules are designed to ensure that consumers receive accurate information rather than marketing statements that exaggerate the characteristics or benefits of a product.

The issue extends beyond advertisements. Product packaging, labels, brand names, online product descriptions and other consumer-facing communications can also become part of a compliance review.

“100%” Claims Face Particular Attention

One of the clearest recent examples has been FSSAI’s action concerning the use of “100%” claims.

Several companies have modified or withdrawn such claims following regulatory intervention. Recent reports have identified companies including Amway India, Emami and Bonn Biscuits among businesses that changed product claims after FSSAI scrutiny.

The development highlights a broader shift in food marketing: absolute claims may attract scrutiny when consumers could interpret them as guarantees of purity, composition, quality or nutritional superiority without sufficient substantiation.

Brands Respond by Correcting Labels and Advertising

FSSAI’s enforcement approach has also resulted in companies taking corrective measures rather than simply contesting regulatory observations.

Dabur India, Ferns N Petals and Lotte India are among businesses reported to have addressed issues identified by the regulator involving labelling, classification or advertising.

In other cases, companies have reportedly withdrawn claims, changed packaging, modified online listings or taken products off platforms after receiving regulatory notices. This indicates that food compliance is increasingly becoming an ongoing brand-management responsibility rather than a one-time licensing exercise.

What the Action Means for Consumers

For consumers, stronger scrutiny of food advertising and labelling could improve transparency at the point of purchase.

Modern food buying increasingly takes place across supermarkets, quick-commerce platforms, e-commerce websites and social media. A consumer may see the same product described differently across packaging, advertisements and online marketplaces.

Regulatory oversight can help ensure that those descriptions remain consistent with applicable food-safety and advertising requirements.

FSSAI has also maintained mechanisms through which consumers can report food-safety concerns, including complaints relating to labelling defects and misleading claims.

A Wider Compliance Message for the Food Industry

The latest notices send a significant message to food and beverage companies operating in India: marketing language cannot be treated separately from regulatory compliance.

Companies launching new products or campaigns may increasingly need to verify claims before they appear on packaging, websites, marketplace listings, influencer campaigns and advertising creatives.

This is particularly relevant for products marketed around health, nutrition, energy, immunity, natural ingredients, protein content or specific dietary benefits, where consumers may rely heavily on promotional statements while making purchasing decisions.

FSSAI’s continuing enforcement activity suggests that companies should review not only their physical packaging but also their digital marketing ecosystem.

Compliance Could Become a Brand-Trust Issue

The latest regulatory action also has implications beyond penalties or notices.

For consumer-facing companies, product claims are closely connected to brand credibility. A regulatory objection to an advertising claim can create reputational challenges if the issue gains wider public attention.

As a result, businesses may increasingly need a preventive compliance process involving regulatory, legal, marketing and communications teams before making strong product claims.

The central message from the latest FSSAI action is straightforward: food advertising must be persuasive, but it also needs to be accurate, supportable and compliant.

With more than 150 notices issued in recent months, the regulator’s latest move signals that scrutiny of food claims and labelling is becoming a significant part of India’s evolving food-safety enforcement landscape.