FSSAI signs pact with ASCI to check misleading advertisements

Regulator FSSAI today joined hands with ASCI in its bid to check misleading advertisements in the food and beverages sector.
"Advertising Standard Council of India (ASCI) will comprehensively monitor these advertisements across various media. The council has been given a suo motu monitoring mandate by FSSAI to process complaints against misleading advertisements of food and beverages," ASCI General Secretary Shweta Purandare said.
The MoU was signed by FSSAI CEO Pawan Agarwal and ASCI Chairman Benoy Roychoudhry.
The agreement also requires ASCI to report to FSSAI non- compliance of ASCI's decisions for further action as required per provisions of the Food Safety Standards Authority of India (FSSAI) Act, Agarwal said after signing the agreement.

"FSSAI will also redirect complaints against misleading food and beverages advertisements to ASCI, which will be reviewed using ASCI's code and guidelines. The review will include violation of the FSS Act and regulations related to advertisements making misleading, unsubstantiated or false claims," he said.
This partnership will put in place a mechanism to monitor misleading advertisements and lead to streamlining advertisements effectively through structured guidelines and appropriate action, he added.