Govt. to bring in stringent regulations on food ads

• According to new regulations, every health claim and  Nutrient Function Claim, shall have prior written approval by the Chief  Food Authority

By Sheain Fernandopulle   

The Government is in the process of adding final touches to  a new set of regulations in relation to food advertisements, where  approval of the Director General of Health Services has been made  mandatory before publishing selected food advertisements.    

According to health ministry officials, the new  regulations have been introduced in a bid to address the loopholes that  can be seen in the original Food Act.   

The regulations have been made by the Minister of Health in  consultation with the Food Advisory Committee under section 32 of the  Food Act, No. 26 of 1980. These regulations may be cited as Food  (Labelling and Advertising) Regulations 2022 and will come into  operation on January 1, next year.   

The Extraordinary Gazette demarcating the regulations has been published pending parliamentary approval.  
According to new regulations, every health claim and  Nutrient Function Claim, shall have prior written approval by the Chief  Food Authority (Director General of Health Services) before a claim can  be made on the label or advertisement of the food while the reference  number mentioned in the “Letter of Approval” should also be displayed  along with the advertisement.   
Further, no label shall in the description of any food,  bear the word “natural” and “pure” thereon unless – such food consists  of unmixed, unadulterated or unprocessed products with no additives. It  may however be subjected to pasteurization, filteration, chilling or  freezing; and such food is produced from biological material as distinct  from synthetic material.   

The new set of regulations also prohibits promotion of any  food directly or indirectly to children under twelve (12) years of age  by way of advertisements, leaflets, free samples, articles or toys  attached to food items or separately or by using cartoon characters,  mascots or celebrities or any other form, unless approved by the Chief  Food Authority.   

In addition, no label or advertisement relating to any food  shall indicate directly or indirectly that such food is a cure for any  illness and are a protection against heart diseases or of benefit to  persons suffering from heart disease.   

The new regulations also stipulate that no label or  advertisement relating to any food shall claim such food to be an aid  for slimming, weight gain, weight control or weight reduction unless  prior approval has been obtained from the Chief Food Authority.   

Meanwhile, advertising agencies, agents or institutions of  any media (print, electronic, outdoor) have been advised not to accept  any advertisement containing health claims or nutrient function claims  of food without the “Letter of Approval” issued by the Chief Food  Authority.

• In addition, no label or advertisement relating to any food  shall indicate directly or indirectly that such food is a cure for any  illness