The Food Safety and Standards Authority of India (FSSAI) has recently issued an important directive that prohibits the use of the term “ORS” in the branding of food and beverage products. This move comes as a step to protect consumers from misleading and confusing labeling practices. The FSSAI has made it clear that no food or beverage product can use the ORS term in its branding unless the product is approved by the World Health Organization (WHO) for its ORS formulation.

FSSAI’s Action on Misleading Branding

Before this new ruling, FSSAI had issued certain guidelines regarding the use of the ORS term on product labels. On July 14, 2022, and February 2, 2024, FSSAI allowed companies to use the term “ORS” in a limited manner. However, companies were mandated to clarify that their product did not follow the ORS formula recommended by WHO. Under these previous directives, the ORS word could be used either at the beginning or the end of the product brand name. However, the new directive has completely revoked this allowance, emphasizing that products bearing the ORS label must comply with WHO’s recognized formulation standards.

Implications for Food and Beverage Companies

According to a report by NDTV, FSSAI has clarified that any use of the ORS term in fruit-based beverages, ready-to-drink options, and non-carbonated drinks is now a violation of the law. Whether the term is placed at the beginning or the end of a product’s name, using ORS in such products will be considered unlawful. FSSAI has warned that companies violating this directive may face action under Sections 23 and 24 of the FSSAI Act, 2006, which could lead to penalties or other legal consequences. The rationale behind this decision is to prevent misleading consumers and to ensure that only products genuinely approved by WHO as ORS can bear the term.

Continued Enforcement of Earlier Directives

FSSAI’s recent decision is also in alignment with the April 8, 2022 directive on misleading advertisements and products that resemble ORS formulations. This earlier directive remains in effect, meaning that all regulations concerning labeling and advertising must continue to be followed by food and beverage manufacturers. Violations of these rules could lead to severe penalties under Sections 52 and 53 of the FSSAI Act, 2006, which address false advertising and misleading product claims.

Clarification on WHO-Approved ORS Products

As per the new directive, FSSAI has emphasized that only those products that are specifically approved by WHO for their ORS formulation can use the ORS term. This move aims to help consumers distinguish between genuine ORS products and other drinks that may claim similar benefits but do not meet the required standards. The ultimate goal is to ensure that consumers are not misled by brands that use the term “ORS” without adhering to WHO’s guidelines, which could potentially compromise the health benefits that consumers expect from ORS products.

The Impact on Product Branding and Marketing

This ruling will require food and beverage manufacturers to make significant changes to their product branding and marketing strategies. Companies that have previously used the term “ORS” in their product names or advertisements will now be required to remove it from their marketing materials. FSSAI’s decision reflects its ongoing commitment to consumer protection and is seen as an important move to curb deceptive marketing practices in the industry.

Consumer Protection and Market Transparency

FSSAI’s intervention aims to boost consumer safety by ensuring that only products that meet strict health standards are marketed as ORS. By eliminating the use of ORS in non-compliant products, the regulatory body is also working to ensure greater transparency in the market. Consumers will now be able to more easily identify genuine ORS products that are suitable for rehydration purposes and distinguish them from other products that do not meet these high standards.

Future of ORS in the Food and Beverage Industry

This directive is a reminder to manufacturers that FSSAI is committed to ensuring food safety and protecting consumers from misleading product claims. As the food and beverage industry adjusts to these new regulations, brands that comply with WHO’s guidelines will have the opportunity to position themselves as trustworthy and health-conscious brands in the market. This regulatory step will also encourage companies to focus on producing products that genuinely offer the health benefits they claim, thereby raising the overall quality standards of the food and beverage sector.

FSSAI’s recent decision to ban the use of the term “ORS” in food and beverage products unless they are WHO-approved marks an important milestone in protecting consumer interests. The move aims to prevent confusion and ensure that products claiming to offer rehydration benefits meet the necessary health standards. As this ruling comes into effect, companies must adjust their branding and marketing strategies to align with FSSAI’s guidelines. This will not only benefit consumers by providing them with clearer product labeling but also elevate the standards of product quality within the industry. In the long run, FSSAI’s decision will contribute to a more transparent and health-conscious food and beverage market.