FDA issues notices to Fortune Refined Rice Bran Oil and Sundrop Heart Oil over ‘unproven and unprovable’ claims in their advertisements

FDA issues notices to Fortune Refined Rice Bran Oil and Sundrop Heart Oil over ‘unproven and unprovable’ claims in their advertisements

The Food and Drug Administration (FDA) has sent warnings to over 10 manufacturers and advertisers across industries, for false and misleading information on the labels of their food products.

These include edible oil makers

1)  
Adani Wilmar Ltd (for their product Fortune Refined Rice Bran Oil)

2)  
Agro Tech Foods Ltd (for Sundrop Heart Oil)

Both of which promise consumers solutions to their cholesterol problems.

According to FDA officials, the advertisement for Fortune Refined Rice Bran Oil misleads consumers by claiming things that have not or cannot be proved, including that it is ‘the healthiest oil in the world’.

Similarly, Agro Tech Foods Ltd (ATFL) has been issued a show-cause notice for its Sundrop Heart Oil advertisement, which claims to help reduce cholesterol in a month.
The FDA has also pulled up the company for using a picture of a heart on its packaging, which the FDA claims is not permitted under the Food Safety & Standards Act, 2006.

Suresh Deshmukh, joint commissioner (food), FDA told to media that
“We have issued show-cause notices to a few manufacturers and advertisers asking them to rectify their false claims immediately — on TV, in newspapers and on their websites.

The claims made by many of these brands are false or cannot be proved. Hence, we have asked them to rectify the errors as they are misleading readers and viewers,”

Suggested Reading –

What is Rice Bran Oil  Know 50  Health Benefits of Rice Bran, Rice Bran Oil with Side Effects


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Saturday, April 13, 2013

Tags – Rice Bran Oil Fortune Sundrop Heart Oil