ASCI signals tougher consumer-information expectations for FMCG brands
ASCI CEO Manisha Kapoor says brands need clearer packaging, labelling and health-claim disclosures as consumers demand more transparency. Focus areas include front-of-pack labels, comparative advertising, surrogate ads and influencer-led health claims.
What happened
Advertising Standards Council of India (ASCI) · ASCI CEO Manisha Kapoor says Indian FMCG brands must improve packaging, labelling and health-claim disclosures
Why this matters
Prioritize targets and partnerships with strong regulatory, labelling and health-claims capabilities, since compliance infrastructure is becoming a strategic FMCG asset.
What to watch
- ASCI issues updated guidelines, enforcement data or named case studies involving FMCG health, surrogate or comparative claims.
- FSSAI consultation or rulemaking on front-of-pack nutrition labels, warning labels or health-claim substantiation.
- Increase in ASCI complaints involving influencer marketing, supplements, packaged foods or personal-care efficacy claims.
- Large FMCG brands begin coordinated packaging refreshes or publish stricter influencer disclosure policies.
- Marketplace platforms require additional claim documentation or delist non-compliant product pages.
- Create a cross-functional claims inventory covering packaging, ecommerce listings, social content, influencer scripts and comparative advertising.
- Prioritize high-risk claims: health, nutrition, immunity, safety, naturalness, clinical efficacy and competitor comparisons.
- Build evidence dossiers and pre-approval workflows for influencer-led health communications.
- Model packaging-change costs and inventory write-off exposure under stricter front-of-pack or disclosure requirements.
- Monitor competitors' voluntary label upgrades for opportunities to position transparency as a trust and premiumization lever.