Energy Drink Label Ban: The Food Safety and Standards Authority of India (FSSAI) has directed companies selling products with high caffeine content not to use the term “energy drink”. The regulator says that there are no standards for “energy drinks” for such products in India.

FSSAI says that claims like “energizes the body and mind” or “removes weakness” are misleading to the people. Therefore companies should not make such claims.

Many companies along with Pepsi are opposing this decision. They say that this will affect their brand and sales. However, FSSAI CEO Rajit Punhani made it clear that if companies disagree, they can go to court.

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According to government sources, the companies have finally agreed to follow the rules and FSSAI has given 90 days to change the labels.

There are increasing health concerns around the world about high-caffeine beverages because they contain high amounts of caffeine, sugar and taurine. For this reason, there will be a ban on selling such drinks to children under 16 years of age in England from April next year. At the same time, in some areas of Pakistan they are sold under the name of “Stimulant Drink”.

Concern of energy drink companies, Impact on advertisements also

Energy drink companies promote their products with the claim that drinking them provides instant energy. This is the reason why messages that increase enthusiasm and agility are shown in their advertisements.

Red Bull’s famous slogan is “Gives You Viiings”, while Pepsi claims in its Sting drink advertisements that drinking it gives a feeling of electric energy in the body. The Indian Beverage Association said it will follow government rules and support policies based on science.

business may be affected

However, the association, in a confidential letter sent to FSSAI on July 6, said that making the preliminary notices public could damage the reputation of the companies, impact business and create confusion among consumers.

The association also says that before implementing any major rule, discussions should be held with the companies, so that the rules can be easily implemented, disputes are reduced and the entire process remains transparent.

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