ASCI Code Explained: 12 Rules Every Indian Advertiser Must Follow
The Advertising Standards Council of India code, translated into 12 practical rules — with examples of ads that were pulled and how to keep …
If you market a food or beverage brand in India, the FSSAI Advertising and Claims Regulations, 2018 sit above your creative brief. They define which claims are permitted, which need approval, and which invite penalties that can reach ₹10 lakh under the FSS Act.
The golden rule: an advertisement cannot claim what the label cannot prove. Nutrition claims ("high in protein", "low fat") have precise numeric thresholds defined in the schedules — "source of protein" and "high protein" are different legal claims with different cut-offs.
Health claims that link a food to disease risk reduction need scientific substantiation and, in many cases, prior approval. Words like "cures", "prevents" or "treats" are effectively banned for foods.
"Natural", "fresh", "pure" and "traditional" are regulated descriptors — usable only when the product genuinely meets the defined conditions (single ingredient, no additives, minimal processing, and so on). Misusing them is one of the most common violations.
Comparative claims must compare foods of the same category and state the difference plainly. And celebrity endorsements carry personal liability — endorsers can face penalties for misleading food claims, which is why due diligence documentation protects both brand and ambassador.
Practical workflow for compliant campaigns: freeze the claim list with your food-law consultant, match every ad line against the approved list, keep substantiation dossiers ready, and brief agencies and influencers in writing. Drive Digital's compliance-aware campaign review does this mapping as part of onboarding food and beverage advertisers.