Truth in food labelling

Food labels are often the first source of information consumers rely on when choosing what to eat. Words such as “natural”, “pure”, “fresh” and “traditional” can influence purchasing decisions, while claims about health benefits may persuade people to believe that a product can improve their wellbeing or protect them from disease. When such claims are exaggerated or unsupported, consumers are deprived of the information needed to make informed choices. The advisory issued by the Jammu and Kashmir Food and Drugs Administration (FDA) is, therefore, a necessary step towards ensuring greater accountability in the food industry. By directing food business operators to comply with the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the administration has underlined that marketing must not come at the cost of honesty and public health. Food products must be sold on the basis of their actual composition, nutritional value and quality, not misleading slogans. Terms such as “traditional” must have a verifiable basis, while health claims should be supported by scientific evidence. No manufacturer or advertiser should be allowed to suggest that a food item can prevent or cure a disease unless such a claim is specifically permitted under the regulations. The warning that misleading advertisements may attract penalties of up to Rs 10 lakh should serve as a reminder that consumer protection is a legal obligation, not a matter of choice. However, enforcement must go beyond issuing advisories. Regular inspections, scrutiny of packaging, monitoring of digital advertisements and timely action against violations are essential to make the rules effective. Consumers, too, have a role to play. They should read labels carefully, question extraordinary health claims and report suspected violations to the authorities. Ultimately, food safety is not limited to preventing contamination. It also means ensuring that people receive truthful information about what they consume. Honest labelling builds trust, promotes fair competition and protects public health. Jammu and Kashmir must ensure that every claim printed on a food packet reflects facts rather than marketing fiction.