Product labeling plays an important role for both consumers and manufacturers. As a consumer, we want what’s best for our own body and family members, hence we look for food packages with labels such as “40% less fat”, “20% more protein”, “Fresh”, “Whole Wheat” and other terms which (potentially) describe the contents of the package.
This trick is heavily utilized by manufacturers and producers into tricking the consumer into purchasing adulterated, low-quality and overpriced food items.
One look at the nutritional labels, ingredients list and the small miniscule texts at the sides or bottom of the package reveal that the “Fresh”, “Whole Wheat” and other terms used are actually marketing tactics and do not describe the actual contents inside
the package.
On 11th May 2024, popular youtuber and influencer ‘FoodPharmer’, whose real name is Revant Himatsingka launched his campaign ‘#LabelPadhegaIndia’ in which he aimed to increase awareness about reading the nutritional values label and ingredients at the bottom of the food packets and also hold FMCG companies accountable for the misleading tactics they use to sell their products.
Over the year, he received many legal notices from top companies such as Cadbury, for his video where he revealed that Bournvita, a popular chocolate drink powder aimed for children, has sugar levels above the recommended levels yet the company still marketed it as a “health drink” which boosts the child’s immunity, strength, and focus.
Revant, with no other option left, took down the video but instead it backfired for Cadbury as the news became viral. The company was forced to reduce its sugar content in its product by 14.4% and the government directed e-commerce firms to remove Bournvita from the category of “health” drink.
In other countries such as Mexico, Singapore, France etc, the government bodies have well
defined definitions of terms such as “Fresh”, “Natural” etc and have intuitive labeling systems that highlight the key information, making it easier for consumers to judge.
The government should take this movement as a lesson and aim to strengthen the implementation of current policies.
The FSSAI should strive to penalize companies which use such misleading tactics and hold
companies accountable. One such step is that companies making health claims must provide third party scientific studies and lab reports to substantiate their claims. This is already done in many countries such as those who fall under the European Union must comply with the EU Nutrition and Health Claims Regulation.
The movement marks a positive shift in the Indian consumer market as more and more people are becoming aware of the misleading tactics used by companies. Upcoming companies should take this as a sign that in the coming future, Indian consumers will no longer be fooled by such means of marketing and are more careful of what they consume.
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