India’s food safety regulator has issued fresh notices over claims that infant products can boost immunity, aid digestion or support development, extending scrutiny from packaging and promotions to Instagram influencers.
India’s food safety regulator has stepped up scrutiny of infant nutrition marketing, issuing fresh notices to major food companies and other parties over claims that products could support immunity, aid digestion or offer other health benefits. According to notices shared by the Food Safety and Standards Authority of India, the action covers statements made on packaging, in promotional material and through social media, signalling a broader crackdown on how infant products are advertised.
The regulator questioned claims that certain ingredients in an infant nutrition product help support a baby’s normal immune system, saying the wording could imply suitability for a particular physiological condition. It also asked companies to provide scientific proof for a separate claim that whey protein in an infant product is easy to digest. In both cases, the authority has demanded supporting documents and explanations before deciding whether further action is needed.
The wider enforcement drive has also reached Instagram. FSSAI has alleged that a reel promoting infant formula products crossed the line by linking them to balanced nutrition, stronger immunity, brain development and easier digestion. According to Indian reports, the notices were sent not only to manufacturers but also to an influencer, as the regulator invokes both the Infant Milk Substitutes Act and infant nutrition advertising rules.
This is not the first time FSSAI has taken aim at product claims. Business Standard reported earlier that the regulator had issued notices to Nestlé India and Hindustan Unilever over allegedly misleading statements on food packaging, including health claims on a Horlicks drink. In a separate case, the regulator also questioned Nestlé India over infant products sold on e-commerce platforms, including claims about whey protein and human milk oligosaccharides, underscoring the pressure on companies to ensure that health marketing is backed by evidence and fits within India’s labelling and advertising rules.
Disclaimer: This content is for informational purposes only and is not intended to be a substitute for professional medical judgment, advice, diagnosis, or treatment.
