Govt Directs Removal of Bournvita and other beverages from ‘Health Drink’ Category on E-commerce Platforms

New Delhi: The Ministry of Commerce and Industry has issued directives to e-commerce platforms to remove Bournvita and similar beverages from the ‘health drink’ category, citing a lack of definition for such products under the Food Safety and Standards Act (FSS Act 2006).

The Ministry’s notification, dated April 10, emphasized that the National Commission for Protection of Child Rights (NCPCR) found no specific definition of ‘health drink’ under the FSS Act 2006. This conclusion, following an inquiry under Section 14 of the Commission of Protection of Child Rights (CPCR) Act, 2005, prompted the Ministry to advise e-commerce companies accordingly.

The controversy surrounding Bournvita erupted a year ago when concerns were raised regarding its high sugar content. Subsequently, the NCPCR intervened, urging Mondelez India-owned Bournvita to withdraw “misleading” advertisements that claimed various health benefits associated with the beverage’s consumption. The action followed the emergence of a video highlighting the beverage’s significant sugar content, which had been previously marketed as a “health drink” in numerous ads.

In response to the concerns raised, the NCPCR directed Bournvita to provide a detailed explanation regarding its marketing claims, particularly those related to children’s growth and development. The commission’s intervention underscored the need for transparency in advertising practices, especially concerning products targeted at children, amidst growing awareness of the potential health implications associated with excessive sugar consumption.