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ASCI, FSSAI join hands to curb misleading claims in F&B ads
Mumbai: In order to curb the spike in the number of misleading claims made in food and beverage (F&B) ads seen during the COVID-19 pandemic, the Advertising Standards Council of India (ASCI) has signed an agreement with the Food Safety and Standards Authority of India (FSSAI) to safeguard consumers against such advertisements.
The agreement was signed in the presence of FSSAI CEO Arun Singhal and ASCI adviser- public affairs professor Bejon Misra on 1 July. As per the agreement, ASCI will identify advertisements that prima facie violate provisions of Food Safety and Standards (advertising and claims) Regulations, 2018, and FSSAI would further investigate these. Under the agreement, ASCI will set up a three-member expert panel to evaluate F&B advertising identified by the ASCI monitoring team.
In the last financial year (FY) ASCI has processed a total number of 284 complaints compared to 175 in FY 2019-20. So, claims by F&B brands, particularly those related to health and nutrition, are under greater scrutiny. With this association, ASCI further strengthens its 360-degree approach of protecting consumers as well as guiding brands, agencies, and influencers towards greater responsibility. As per a report published by media agency Zenith, India will be the fastest-growing market for FMCG brands’ F&B advertising over the next three years with spending rising 14 per cent a year. This further necessitates the monitoring of F&B advertisements.
ASCI secretary-general Manisha Kapoor said, “With this agreement, ASCI will intensify its scrutiny of the F&B sector. We will tap our National Advertising Monitoring Service, which monitors over 900 TV channels and publications, and over 3,000 websites. Besides national brands, we will examine regional and local ones. Our experts, with decades of experience in the F&B sector, will shortlist those advertisements that require further scrutiny by FSSAI.”
ASCI chairman Subhash Kamath said, “This is a significant collaboration. The common goal of consumer protection drives us all to share skills, expertise, and resources in the most effective way to curb the menace of misleading advertising.”
MAM
Bark Out Loud launches #ThriveSharedJourney with Huma Qureshi
New campaign reframes pet nutrition as a mindful, shared growth journey.
MUMBAI: Bark Out Loud just gave pet parenting a leash on meaning because when your dog’s dinner becomes a daily pact, even the kibble starts feeling like a love letter. Bark Out Loud by Vivaldis has unveiled #ThriveSharedJourney, a new campaign for its Thrive range of pet food, featuring actress and pet parent Huma Qureshi. Launched around International Women’s Day 2026, the campaign shifts the narrative from routine feeding to intentional, shared growth between pets and their owners.
The core idea, thriving isn’t automatic, it’s a conscious decision made together. Today’s pet parents track their own milestones and upgrade their lives, yet pet nutrition often slips into autopilot. The campaign challenges that gap, showing that real wellbeing comes from active participation, not passive provision.
A heartfelt film starring Huma Qureshi captures this shift: everyday moments of connection over Thrive meals become the building blocks of a stronger bond. The message is clear growth is shared, not solo.
Bark Out Loud by Vivaldis CEO Kunal Khanna said, “Pet parents today love their pets deeply, but there is still a gap when it comes to everyday nutrition awareness. #ThriveSharedJourney is our way of building a more responsible culture of feeding, where thriving becomes a shared commitment.”
Bark Out Loud business head Devika Khanna added, “Thrive has been created to bridge that gap with clean, thoughtfully developed recipes that support digestion and overall wellbeing. Partnering with Huma allows us to tell this story in a way that feels real and relatable.”
The campaign will roll out through digital films, creator collaborations and community conversations, positioning Thrive as a daily investment in long-term health rather than a habitual purchase.
In a world where pets are family, Bark Out Loud isn’t just feeding them, it’s feeding the idea that every bowl is a promise: we grow together, we thrive together, one mindful kibble at a time.
