New Delhi (Rajeev Sharma): In a move aimed at protecting consumers from potentially misleading product claims, the Food Safety and Standards Authority of India (FSSAI) has instructed all state and union territory food safety commissioners, along with central licensing bodies, to enforce a ban on the use of the term “ORS” in food and drink product branding.
The food safety regulator has made it clear that no food business operator is permitted to use “ORS”—whether by itself or combined with any prefix, suffix, or trademark element—in the naming or marketing of food items. The use of this term, typically associated with Oral Rehydration Salts used in medical treatments, has raised concerns over misrepresentation and consumer confusion.
According to the official communication issued on October 15, companies must ensure the removal of the term from all existing product packaging, advertising materials, and trademarks. The directive underlines that earlier permissions allowing controlled use of “ORS” on labels have now been revoked.
The FSSAI highlighted that using “ORS” on non-medical food or beverage products—especially those not regulated as pharmaceutical-grade rehydration solutions—violates labeling and advertisement rules under the Food Safety and Standards Act, 2006. Misusing the term may be interpreted as an attempt to give a product a falsely perceived therapeutic benefit.
The regulatory body cited multiple sections and sub-regulations that are applicable in such cases, including those governing misbranding, false claims, and deceptive labeling. Violators may face penalties under Sections 52 and 53 of the Act.
This enforcement comes as part of a broader effort to maintain transparency in food labeling and protect consumers from marketing tactics that may imply health benefits not supported by scientific evidence or regulation.
FSSAI has advised all food operators to comply with the updated regulations immediately to avoid legal consequences.
The order was issued with the approval of the competent authority and signed by Sweety Behera, Director of the Regulatory Compliance Division at FSSAI.
