Amid the controversy over the alleged violation of food safety standards by instant noodles brand, Maggi, Union Food Minister Ram Vilas Paswan on Monday said all players, including Bollywood actors who have endorsed the product, are liable for action under the Food Safety and Standards Authority of India (FSSAI) norms.
Three Bollywood actors — Madhuri Dixit, Amitabh Bachchan and Preity Zinta — have endorsed the product in the past few years.
The FSSAI has decided to test more samples of Maggi, collected from different States, in the wake of the Uttar Pradesh Food and Drug Administration finding excess levels of lead and mono-sodium glutamate, normally used as a flavour enhancer, in the product.
Mr. Paswan said a report on the alleged violation by the manufacturer is expected in two to three days. He said action can be initiated by the government against the manufacturer (Nestle-India), advertising agency, promoters/endorsers if an unfair trade practice complaint is lodged with the National Consumer Court.
A complaint can also be filed with Cable Television Network (Regulation) Amendment Act for putting out a misleading advertisement.
Additional Secretary (Consumer Affairs) G. Gurucharan said the manufacturer (Nestle-India) of instant noodles brand, Maggi, and promoter are liable to be fined and asked to put out corrective advertisements. “The brand ambassadors are also liable for action, but the decision will be taken by courts,” he added.
The government is setting up an authority, under the Department of Consumer Affairs, which will suo motu take cognisance of such claims.
Corporate houses, however, said the government’s move to make brand ambassadors liable for violation by the product would be “stretching it too far.”
“Contractually, it is not possible to prosecute the brand ambassador. The consumers’ commercial transaction is with the brand not the brand ambassador. This [government move] will be stretching it too far. Brand ambassadors know only what the company tells them about the product. I believe absolute responsibility lies with the brand,” said Abhishek Mehta, senior manager (marketing), Toshiba, India.
Mahesh Gupta, CMD, Kent RO, said the brand ambassador could ethically be liable for the product. “Legally brand ambassadors cannot be liable as they are not watchdogs of the products. However, ethically they should be liable. What I mean is that once something about the product/service comes out, the ambassador can then at least send a notice to the company,” he said.
The Uttar Pradesh Food and Drug Administration filed a case against the manufacturer of ‘Maggi’ noodles and the outlet selling the product in Barabanki last week after samples from a mega store were found to contain MSG and lead in excess of prescribed limits.
Taking cognisance of the findings, the Union Consumer Affairs Ministry had asked the FSSAI to look into the matter.
