New Delhi, November 14: The Food Safety Standards Authority of India (FSSAI) has reportedly introduced a new regulation banning food manufacturing companies from using terms like "fresh", "natural", "original", "pure", "authentic", "real", "genuine" and "traditional" on the labels of the food items unless the product is processed in that manner. The only exception is that the product can be labelled as washed, chilled, peeled, trimmed or other processing stages that could alter its basic characteristics reported Economic Times.

The companies who are using the above-mentioned words in their brand name has to give a clear disclaimer: "this is only a brand name or trademark and does not represent its true nature". A spokesperson from Hindustan Unilever Limited told Economic Times that it is fully supportive to improve the nutritional standards in India, along with other Food and Beverage companies, we are engaging with FSSAI for robust regulations in place. How to Check Purity of Milk, Honey, Food Grains & Other Household Products: Common Tests Guidelines from FSSAI for Adulteration.

The new regulation also lays down criteria for several kinds of claims that food companies make in their promotions and advertisements. These include promises of sugar, salt and sodium-free products along with exaggerated nutrition, health and conditional claims. For instance, packaged food manufacturers cannot advertise their product as a complete replacement for the meal or undermine the importance of a healthy lifestyle. Vegetarians Beware! Paneer Adulterated With Urea and Sulphuric Acid Seized By Health Officials In Mohali.

If the advertiser wants to make these types of claims, then he will have to take approval from FSSAI. It is reported that the new regulation will be notified in the upcoming days. With this move, FSSAI is clearly taking a step against misleading consumers and maintaining consumer interest.

(The above story first appeared on LatestLY on Nov 14, 2018 03:48 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).