Child rights body asks Bournvita to remove 'misleading' ads

Days after a video by an influencer highlighting “high” sugar content of Cadbury Bournvita went viral, the National Commission for Protection of Child Rights (NCPCR) has now asked the company to withdraw all its 'misleading' ads. 

The NCPCR said it has received a complaint alleging that Bournvita promotes itself as a health drink improving children's growth and development but it contains high percentage of sugar and other substances that might impact a child's health.

In the notice issued on Wednesday (a copy of which is available with e4m), the NCPCR has asked Bournvita to withdraw all “misleading” advertisements, packaging, and labels. The viral video has claimed that the health drink has high sugar content and many other substances that may hamper a child's health. 

It asked Mondelez International to review and withdraw all "misleading advertisements, packaging and labels, and further send a detailed explanation/report to apprise the commission in the said matter within seven days".

In the notice issued to Deepak Iyer, president-India, Mondelez International, the child rights body said, “The commission in this regard observes that the product manufactured by your company is misleading the customers through its product packaging and advertisements. The commission observes that your product's labelling, packaging, display and advertisement claims are misleading for the general public."

In the viral video, influencer 'Foodpharmer' Revant Himatsingka also bitingly took a potshot at Bournvita's tagline "Taiyari Jeet Ki" (preparation for victory), calling it "Taiyari Diabetes Ki" (preparation for diabetes). Responding to it, Bournvita in a statement said that it has “earned the trust of consumers in India by being a scientifically formulated product that adheres to quality standards and complies with the laws of the land”.

“We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutritional information is mentioned on the pack for consumers to make informed choices,” a Bournvita spokesperson had said.

e4m reached out to Bournvita for an official response on the notice, but is yet to get a response.