The Food Safety and Standards Authority of India (FSSAI) has issued show-cause notices to six prominent beverage brands over the use of the term "energy drink" and promotional claims that may not align with India's food safety regulations. The regulatory action forms part of the authority's broader efforts to curb misleading food advertising and strengthen consumer protection.
The companies have been directed to explain their branding, labelling and marketing practices before any further regulatory action is considered.
Major Beverage Brands Come Under Regulatory Scrutiny
The notices have reportedly been issued to products including Red Bull Energy Drink, Sting Energy Drink, Adrenaline Rush by PepsiCo India, Monster Energy, Campa Energy Drink – Gold Boost from Reliance, and Hell Energy.
According to FSSAI, the authority is examining whether these products are being marketed in a manner that could mislead consumers regarding their nature and intended purpose.
The regulator has sought detailed responses from the companies regarding the terminology used in product branding and advertising.
FSSAI Says 'Energy Drink' Is Not a Recognised Food Category
A key issue highlighted by the regulator is that India's existing food safety framework does not officially recognise "energy drink" as a separate food category.
FSSAI stated that products commonly marketed under this description are generally classified as flavoured water-based beverages under the current regulatory standards.
As a result, the authority believes that using "energy drink" as the principal product description or branding may not be consistent with the applicable regulatory framework.
Promotional Claims Also Under Examination
Apart from product naming, FSSAI has also questioned marketing statements that suggest these beverages can "boost energy," "improve focus," or "reduce fatigue."
According to the regulator, such claims may create the impression that the products offer therapeutic or medicinal benefits unless supported by the legal standards governing health-related claims.
The authority further clarified that the Food Category System (FCS) is intended exclusively for regulatory classification and should not be used as a promotional or branding element for consumers.
Part of Wider Crackdown on Misleading Product Claims
The latest action follows several recent regulatory interventions by FSSAI aimed at strengthening transparency in food marketing.
In recent months, the authority has challenged the use of the term "health drink" for certain malt-based beverages and has also taken action against products marketed as Oral Rehydration Solution (ORS) without complying with prescribed standards.
The regulator continues to emphasise that product labels and advertisements must accurately reflect regulatory classifications and should not exaggerate health-related benefits.
Consumer Transparency Remains a Regulatory Priority
Industry experts note that although the issue is primarily related to food regulation rather than cybersecurity, misleading digital advertisements and online promotional campaigns can significantly influence purchasing decisions.
The case reinforces the importance of transparent product communication, evidence-based advertising and regulatory compliance to ensure consumers receive accurate information before making buying decisions.
Businesses operating in regulated industries can also benefit from periodic compliance reviews and auditing services in india to verify that product labels, advertising material and regulatory disclosures remain aligned with evolving legal requirements.
Conclusion
FSSAI's latest notices underscore the regulator's increasing focus on ensuring that food and beverage companies market their products responsibly and within the framework of existing food safety laws. As consumer awareness grows, businesses will likely face greater scrutiny over branding, advertising and health-related claims.
The outcome of the show-cause proceedings may also influence future marketing practices across India's rapidly expanding beverage industry.
Shunyatax Global Insight
Regulatory compliance today extends far beyond financial reporting. Product labelling, advertising claims and consumer communication have become equally important areas of governance, particularly in highly regulated sectors such as food, pharmaceuticals and healthcare. Even well-established brands can face regulatory action if marketing messages are perceived to exceed the scope of applicable legal standards.
Shunyatax Global believes businesses should adopt a proactive compliance strategy by regularly reviewing product claims, marketing content and regulatory disclosures before launching campaigns. Independent compliance assessments supported by auditing services in india can help organisations identify potential regulatory risks early, strengthen governance frameworks and reduce exposure to legal and reputational challenges.