The National Commission for Protection of Child Rights (NCPCR) has sent a notice to Mondelez International, India, Bournvita-maker, to withdraw all misleading advertising, packaging and labelling following allegations that the product contains high sugar content. Harmful to children. NCPCR also directed the company to send a detailed explanation or report within seven days to inform the panel.

The NCPCR sent a notice to Mondelez International India President Deepak Iyer on April 21, PTI reported. It said it had taken cognizance of a complaint that Bournvita masquerading itself as a health powder/health drink promoting a child’s growth and development, “contains a high percentage of sugar” and substances that can have “harmful effects on the health of children”.

“In this regard, the Commission finds that the product manufactured by your company is misleading the consumers through its product packaging and advertisements. The Commission has found that your product labelling, packaging, display, and advertisement claims are misleading to the general public are misleading,” the notice read.

While the Food Safety and Standards Authority of India (FSSAI) has yet to address the Bournvita issue, the regulator said earlier this month that it had noticed various media reports, including social media, of various health claims. Opinions are made by Food Business Operators (FBOs) in the country.

The notice also stated that FASSAI is sincerely playing its statutory role in the interest of consumers by acting against FBOs that are “involved in making any false/misleading claims on food products while ensuring fair trade practices while protecting the interests of consumers and orderly growth of food industry in the country.”

The NCPCR is a statutory body established under Section 3 of the Commission for Protection of Child Rights Act 2005 to protect children’s rights and other related matters in the country.

The notice comes weeks after a viral video from social media influencer Revant Himatsinhka suggested that Bournvita has high sugar. The video has about 12 million views. He also said Bournvita’s slogan “tayyari jeet ki” should be changed to “tayyari diabetes ki”. He removed the video from all platforms after receiving legal notice from the company.