The Food Safety and Standards Authority of India (FSSAI) has launched a crackdown on major infant nutrition manufacturers and digital influencers over deceptive marketing practices. The regulator issued formal notices targeting claims that suggest infant formulas can treat specific physiological conditions or enhance immunity and digestion without proper scientific backing. In one instance, the authority challenged a company to provide concrete evidence for its assertion that specific whey proteins improve digestion, stressing that any health-related claims must strictly align with existing safety regulations.

Beyond product packaging, the FSSAI is also targeting promotional activities on platforms like Instagram, where influencers have been endorsing formula brands by promising benefits such as accelerated brain development and balanced nutrition. These digital campaigns are being scrutinized for potentially violating the Infant Milk Substitutes Act of 1992, which places stringent limits on how these products are marketed to the public. The regulator has demanded that all involved parties submit formal explanations for their non-compliant claims, signaling a broader effort to ensure that marketing materials for vulnerable age groups remain evidence-based and legally sound.