In its latest The advisory comes at a time when influencer-led food promotions have become a major driver of what people choose to eat, making accuracy in these endorsements more important than ever.
Millions of consumers trust recommendations made by popular creators, often without pausing to question them. FSSAI has pointed out that this level of influence comes with responsibility – if an endorsement is based on inaccurate or exaggerated claims, it's ultimately the consumer who is misled about the safety or quality of what they are eating.
FSSAI has asked celebrities and social media influencers to verify a brand's claims before agreeing to endorse any product. This includes checking whether the claims are true, backed by proper information, and permitted under existing food safety rules.
For example, if a product claims to boost immunity or is marketed as being rich in nutrients, influencers are expected to check the basis for these claims rather than repeating them without verification.
FSSAI has made it clear that misleading food advertisements and endorsements are not just an ethical concern but a legal one. Such violations can attract action and penalties under the Food Safety and Standards Act, 2006 (Sections 24 and 53), along with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
Keeping this in mind, the regulator has asked influencers to complete their own due diligence before signing on to any brand collaboration. This means confirming that the product complies with FSSAI regulations, and ensuring that the resulting advertisement does not create a false or misleading impression among consumers.
