SynopsisOver the past two weeks, the FSSAI has issued notices to multiple brands over claims such as ‘healthy’, ‘no added sugar’, ‘fresh’, ‘protein packed’, and ‘100% natural’, causing some to quickly change their labels, packaging, and advertising. Earlier this month, direct-to-consumer (D2C) brand The Whole Truth changed the labels on its products to “sweetened with dates” from “no added sugar” following such a notice. FSSAI strictly prohibits using sugar substitutes like date syrup, date powder, honey, or fruit concentrates when claiming there’s 'no added sugar'.As the FSSAI (Food Safety and Standards Authority of India) cracks down on misleading claims of health benefits by food and beverage brands, ET has found that about 85% of their digital ads run afoul of advertising norms, per data shared by ASCI (Advertising Standards Council of India).Between January and June, of the 158 ads flagged for scrutiny, ASCI said that 85% of them needed changes.Over the past two weeks, the FSSAI has issued notices toNow Playing