FSSAI new ad clause shakes the ad world

"Celebrities and prominent people who promote food should recognise their responsibility towards society and not promote food in such a way so as to undermine a healthy diet" ' It is a one of the clauses in the proposed advertisement code by the Food Safety & Standards Authority of India (FSSAI).

FSSAI - an autonomous statutory body under the health ministry that announces regulations on food advertisements.

The clause has spread lot of confusion among the advertisers, and to get clarity on the same - the Federation of Indian Chambers of Commerce and Industry (Ficci) has taken up the cause of the food and beverage industry to oppose a government move to make celebrity brand endorsers responsible for product claims as part of a new advertisement code.

The assistant secretary general, Ficci, Sameer Barde said, "We are discussing the matter with the food authority to find a solution. There is ambiguity in the terms of interpretation of the proposed advertising code, and there are gray areas that need to be sorted out."

"Celebrity endorsements are common in the food and beverage industry, be it MS Dhoni endorsing Pepsi or Aamir Khan promoting Coca-Cola. Making endorsers accountable for the claims brands make will impact thousands of companies," Mr Barde added.

When asked about the clause to the chairperson, FSSAI, PI Suvrathan said, "The authority is looking into the matter. Industry has expressed concern and we are examining if some clarity is required. But we will go ahead with our overall plans on claims made in advertisements of foods and beverages."

The clause in the advertisement code has for sure invited trouble for the advertising and talent management firms. The advertisers are strongly critcising such a decision from FSSAI.

"Celebrities can only be held responsible if, for example, they talk to under-age consumers, or promote over-consumption," said Rohit Ohri, managing partner at JWT.

The MD, Kwan - a talent management firm, Anirban Das Blah said, "Celebrity has no way of verifying product claims. It is the company that is obligated to verify claims if the need arises."

Also, food companies like - PepsiCo, Hindustan Unilever and Nestle got united under the industry association to discuss the matter with the FSSAI.