Misleading oil claims prompt FSSAI action against online retailers

The Food Safety and Standards Authority of India has issued notices to Flipkart India Pvt Ltd and BigBasket (Innovative Retail Concepts Pvt Ltd) over deceptive advertising of Freedom Cooking Rice Bran Oil. The product was promoted on e‑commerce sites and social media with statements that it reduces "bad" cholesterol, maintains or raises "good" cholesterol, and contains more than 10,000 ppm natural oryzanol.

Such health‑related assertions are barred for edible vegetable oils under the Advertising and Claims Regulations, 2018. The regulator also pointed out that the manufacturer, Gemini Edibles & Fats India Ltd., is operating its online store without a valid central licence required for e‑commerce activities.

Both platforms have been served a show‑cause notice demanding an explanation for the violations and asking why enforcement action should not be initiated.

The FSSAI’s crackdown underscores its intention to curb misleading food‑product claims and enforce strict compliance among online sellers, ensuring that consumers receive accurate information about the health benefits of marketed items.