The Food Safety and Standards Authority of India (FSSAI) has issued show-cause notices to six major beverage brands over alleged misleading branding and advertising related to products marketed as “energy drinks.” The regulator has questioned the use of the term “energy drink” and certain promotional claims, stating that they may violate provisions of the Food Safety and Standards Act, 2006.
The notices have been issued to products including Red Bull Energy Drink, Sting Energy Drink and Adrenaline Rush (PepsiCo India), Monster Energy, Campa Energy Drink – Gold Boost (Reliance), and Hell Energy. According to FSSAI, the companies have been asked to explain their branding and marketing practices.
FSSAI stated that there is currently no officially recognised food standard for the category “energy drink” under India’s food safety regulations. As a result, the authority said companies should not use the term as the principal description or branding of their products. Under the existing regulatory framework, such products are generally classified as flavoured water-based beverages rather than a separate food category.
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The regulator has also objected to the use of the Food Category System (FCS) in product branding and advertising. According to FSSAI, the FCS is intended solely for internal regulatory classification and is not meant to be used as a marketing or product-labelling tool.
In addition, the authority has questioned promotional claims suggesting that these beverages “boost energy,” “improve focus,” or “reduce fatigue.” FSSAI said such statements may be misleading if they imply therapeutic or health benefits without meeting the applicable legal requirements. The regulator maintains that these beverages are conventional food products and should not be marketed in a manner that could lead consumers to believe they possess medicinal or therapeutic properties.
The action is part of FSSAI’s broader efforts to strengthen consumer protection against misleading food claims. In recent months, the regulator has taken action against the marketing of certain malt-based beverages as “health drinks” and has also acted against products marketed as ORS despite not meeting the prescribed standards.
A Researcher at Algoritha Security noted that while the case is primarily a regulatory and consumer protection matter rather than a cybersecurity issue, misleading digital advertising and online product promotions can significantly influence consumer behaviour. The researcher said clear product labelling, transparent advertising and effective regulatory oversight are essential to prevent consumers from being misled by exaggerated or unsupported claims.
FSSAI has stated that the companies are required to respond to the show-cause notices, after which the authority will examine their explanations and determine whether any further regulatory action is warranted under the applicable food safety laws.
