FSSAI tightens rules on celebrity food product endorsements

The Food Safety and Standards Authority of India (FSSAI) has issued fresh guidelines that place greater responsibility on celebrities and influencers endorsing food products, marking a significant shift in how the regulatory body oversees such promotions.

Under the updated framework, endorsers must conduct due diligence on all claims made about a food product before agreeing to promote it. This includes verifying nutritional information, ingredient composition, and any health-related assertions. Celebrities are now required to ensure that products they endorse comply with all applicable FSSAI regulations and standards.

The guidelines mandate that public figures disclose their endorsement arrangements transparently to consumers. Misleading or unsubstantiated claims about health benefits, nutritional value, or product efficacy now carry potential liability for both the manufacturer and the endorser. The regulator has emphasized that celebrities cannot claim ignorance of false advertising as a defense.

The move comes as the FSSAI seeks to combat misleading food advertising and protect consumer interests. Industry observers note that the stricter enforcement could reshape India's food endorsement landscape, particularly affecting promotions of health drinks, supplements, and packaged foods that make nutritional or wellness claims.

Brands and their endorsement partners are now expected to maintain comprehensive documentation of product testing, certifications, and compliance records that can be produced for regulatory review if required.