In a move to safeguard consumer health, India's food safety regulator has issued a stern directive aimed at curbing misleading health claims made by certain beverage manufacturers. The order specifically targets drinks that are falsely marketed as oral rehydration solutions (ORS), including fruit-based drinks, energy drinks, and electrolyte beverages, which misuse the medically significant term "ORS" without adhering to approved standards.
The regulatory order is explicit in its demand: no beverage is permitted to use the term "ORS" in its name or branding unless it complies with the medically established formulation. Investigations revealed that several products contained excessive sugar and flavoring agents, leading consumers to believe in a false therapeutic value.
All food business operators, including manufacturers, retailers, and digital sellers, are required to promptly withdraw any non-compliant products. Enforcement teams have been mobilized to inspect outlets, remove mislabelled beverages, and ensure that only products adhering to WHO-standard ORS formulations remain available for purchase.
The regulator emphasizes the importance of true ORS, which necessitates a precise combination of glucose and essential salts. Beverages failing to meet this standard pose a risk of worsening dehydration, especially in children, during illness. Additionally, misbranding creates confusion at the point of purchase.
Only WHO-approved oral rehydration formulations are legally permitted to use the "ORS" label. The misuse of medical terminology in food labels is a violation of the Food Safety and Standards Act, 2006. Moreover, excessive sugar in drinks can exacerbate dehydration during diarrhoeal illnesses. Regulatory actions include comprehensive inspections across retail, pharmacy, and e-commerce platforms.
Consumers are advised to meticulously read product labels and verify electrolyte content before making a purchase. Experts recommend relying on trusted ORS sachets for effective rehydration rather than sweetened beverages. Public reporting of non-compliant products can further bolster enforcement efforts as markets transition to clearer and safer labeling practices.
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