Govt Orders Ecommerce Platforms To Remove Bournvita from 'Health Drinks', Mondelez to Review Ads

The Ministry of Commerce and Industry has issued guidance to ecommerce firms, directing them to remove all beverages, including Bournvita, from the 'health drinks' section on their portals and platforms.

In a notification, the ministry informed, "National Commission for Protection of Child Rights, a statutory body constituted under section (3) of the Commission for Protection of Child Rights (CPCR) Act, 2005 after its inquiry under Section 14 of CPCR Act, 2005, concluded that there is no "Health Drink defined under FSS Act 2006, Rules and regulations as submitted by FSSAI and Mondelez India Food Pvt Ltd."

“All e-commerce companies/portals are hereby advised to remove drink/beverages, including Bournvita from the category of "health drinks" from their sites/platforms", the statement added.

Earlier in the current month, the Food Safety and Standards Authority of India (FSSAI) directed ecommerce platforms to refrain from labeling dairy, cereal or malt-based beverages as 'health drinks' or 'energy drinks'. FSSAI clarified that the term 'health drink' lacks specificity in Indian food regulations, and 'energy drinks' are considered flavoured water-based beverages under the rules.

The authority stressed the risk of consumer misunderstanding and encouraged websites to rectify or remove such advertisements.

In April 2023, social media influencer Revant Himatsingka, recognised as Foodpharmer, posted a video addressing Bournvita, a malt beverage, alleging discrepancies in its nutritional information. He asserted it contained sugar, cocoa solids, a colour 150 degrees C (which he implied might be carcinogenic), an emulsifier and liquid glucose. After the brand issued a statement clarifying the product's nutritional content and sent a legal notice, Himatsingka deleted the video and apologised to the brand.

Soon after, Mondelez International India, the producer of Bournvita, was instructed by the National Commission for Protection of Child Rights (NCPCR) to review and remove any 'misleading' advertisements, packaging, and labelling related to their product.