Energy Drink Ban: FSSAI notice to 6 big brands including Red Bull, Sting and Monster, strict action on misleading claims

If you also use so-called “energy drinks” like Red Bull or Sting extensively to relieve your fatigue, before workout or to keep yourself active throughout the day, then this news is very important for you. The Food Safety and Standards Authority of India (FSSAI) has issued stern show cause notices to six of the country’s largest and popular beverage brands for illegally using the term “energy drink” and allegedly making misleading claims that mislead consumers. According to the country’s highest food regulator, no official category or standard of the product named “Energy Drink” has been set yet under the Indian Food Rules.

According to the official information shared by the regulator on social media and Instagram, “FSSAI has issued notices to several renowned beverage brands calling themselves ‘energy drinks’ for misbranding and making tall misleading claims in advertisements and has sought a strict response.”

From Red Bull to Sting and Campa, these greats were punished

The list of these brands that have come on the radar of FSSAI includes many big names from the global market to the Indian market. The six major brands to which the regulator has served notice are as follows:

1. red bull (Red Bull)

2. Sting (sting)

3. monster (monster)

4. Campa Energy (Campa Energy)

5. Hell Energy (Hail Energy)

6. Adrenaline Rush / Gold Boost (Adrenaline Rush and Gold Boost)

The Food Safety Authority’s direct allegation is that all these companies are misleading the common customers through the packaging, branding and advertisements of their respective products. However, after the issue of the notice, no official response or clarification has yet come from these multinational and domestic companies.

Why did FSSAI take this action? understand the rules of the game

FSSAI has clarified the main legal and technical reasons behind issuing the notice. The regulator says that India’s Food Safety Rules There is no official food category called ‘Energy Drink’. The ‘Food Category System’ that currently exists is designed only for administrative classification by the government and regulators. Companies cannot sell this administrative term in the market by making it a product name or marketing term for their own benefit. Doing so will be considered a complete violation of rules and illegal.

Complete ban on claims like “sharpening the mind and removing weakness”

FSSAI has taken a strict stance on miraculous claims shown in advertisements. The regulator has clearly stated that such claims cannot be made on any general food or beverage product which are directly related to the functioning of body parts or medicines (Functional or Therapeutic Claims).

According to FSSAI, the following claims being made by companies on cartons and bottles are completely unlawful and misleading:

• “Instantly strengthening body and mind”

• “Increasing the ability to focus and concentrate”

• “Increasing energy levels like a rocket”

• “Removing physical weakness and fatigue in a moment”

The regulator has clarified that making such big claims on food products is against the ‘Food Safety and Standards Act, 2006’ (FSS Act 2006) and the stringent rules made under it, because there is no solid scientific or medical basis behind them.

Regulator in action mode: Direct action is being taken on customer complaints

In the last few months, FSSAI has intensified its action against Food Business Operators (FBOs) selling fake, adulterated and misleading advertisements in the market. The regulator is now not only investigating itself, but is also taking prompt action on the basis of complaints received from common customers on the National Consumer Helpline or on social media. With the aim of spreading awareness about food safety and regulatory rules among the customers, the department is now openly sharing information about such major actions on social media platforms so that the public can become aware.