Prime Agro Food Processing Private Limited - PRIME TOMATO KETCHUP

Recommendation: Upheld | Medium: Suo Motu - NAMS (TAMS)

The ASCI had approached yourselves for your response in addressing the objection raised in the complaint. You were offered an option to seek Informal Resolution (IR) of the complaint by modifying or withdrawing the claim objected to in the advertisement, or alternately to substantiate the claim with the required supporting data. In the absence of a written response along with documents for substantiation on or before the prescribed due date, the CCC considered this complaint exparte. The advertiser has not provided product specific details such as copy of product packaging, product approval license, evidence of ingredients present in the product. Claim, “TOMATO KETCHUP – Fresh & Pure” As per FSSAI Regulations, 2018 — Clause 9(2) and Schedule V, Clause 3(a) — the term “pure” can only be used for single-ingredient foods with nothing added, free from avoidable contamination, and the levels of unavoidable contaminants … The claim is misleading. This advertisement is in contravention of Chapter I, Clauses 1.1, of the ASCI Code, ASCI Guidelines on Advertising of Foods & Beverages (F&B). Complaint was Upheld.