FSSAI Cracks Down on Alcohol Makers for False 'Aged' Claims and Flavour Violations

The Food Safety and Standards Authority of India (FSSAI) has issued notices to several alcohol manufacturers for misleading labeling practices, including false claims about the ageing of spirits and unauthorized use of flavours. The regulatory body's action follows a series of complaints and inspections that revealed discrepancies between product labels and actual contents.

According to sources within the FSSAI, some companies were marketing products as 'aged' or 'matured' for a specific number of years when, in fact, only a small portion of the blend met that claim. This practice violates the Food Safety and Standards (Advertising and Claims) Regulations, which require that any claim about ageing or maturation must accurately reflect the entire product.

Additionally, inspectors found that certain alcoholic beverages contained synthetic flavours not permitted under the FSSAI's list of approved food additives. The use of unauthorized flavours can pose health risks and mislead consumers about the product's ingredients. The FSSAI has the authority to impose fines, order product recalls, and even suspend licenses for such violations.

The notices demand that companies provide detailed explanations and evidence within a specified timeframe. Failure to comply may result in stricter enforcement actions. The FSSAI has urged consumers to report any misleading claims or suspicious products through its helpline.

This crackdown is part of a broader effort by the FSSAI to ensure transparency in food and beverage labeling. The regulator has previously taken action against companies for false health claims, misbranded packaged water, and incorrect nutritional information. Industry experts say the move could lead to greater scrutiny of the alcohol sector, which has often been criticized for opaque marketing practices.

Consumer rights groups have welcomed the FSSAI's initiative, saying it protects buyers from deceptive advertising. 'Many consumers rely on age statements to assess quality and price. Misleading claims can distort the market and cheat customers,' said a spokesperson for the Consumer Guidance Society of India.

The FSSAI has also advised manufacturers to voluntarily comply with labeling norms and conduct internal audits to avoid future violations. The regulator plans to release a detailed report on the findings in the coming weeks.