The Food Safety and Standards Authority of India (FSSAI) has issued a direction dated 23 July 2026 to all E-Commerce Food Business Operators (FBOs), asking them to strengthen compliance with food labelling requirements and immediately de-list non-compliant food products from their platforms. The direction highlights that food products sold through online marketplaces must comply with the same regulatory requirements as products available in physical retail stores.
With online grocery shopping becoming increasingly popular, consumers now rely heavily on digital product listings before making a purchase. Product images, descriptions, certifications, and claims often influence buying decisions. Therefore, inaccurate or misleading information can easily mislead consumers and affect their confidence. Through this latest communication, FSSAI aims to improve transparency and ensure that food businesses provide accurate information across all online marketplaces.
Why Did FSSAI Issue This Direction?
FSSAI observed that several food products carrying misleading claims, false representations, and non-compliant labels continued to remain available on various e-commerce platforms. Earlier, the authority had issued an advisory on 3 December 2024 and also held a meeting with E-Commerce Food Business Operators on 25 June 2026, advising them to strengthen compliance with food labelling requirements. Despite these efforts, non-compliant products continued to appear online. Consequently, FSSAI issued fresh directions to improve regulatory compliance and protect consumer interests.
The direction also reminds e-commerce platforms that compliance extends beyond simply listing products. Every product displayed online should accurately represent the packaged food and comply with the Food Safety and Standards Act, 2006 and the applicable Rules and Regulations.
Key Directions Issued by FSSAI
The latest direction places greater responsibility on e-commerce platforms to verify product information before publishing or continuing any food listing. To strengthen compliance, FSSAI has directed platforms to:
- Ensure every listed food product complies with applicable FSSAI regulations.
- Display clear images showing all sides of the product package.
- Match online product descriptions with the declarations printed on the label.
- Remove misleading advertisements and unsupported promotional content.
- Verify Organic, Vegan, and similar claims before displaying them.
- Delist non-compliant food products immediately.
These measures encourage greater transparency while helping consumers make informed purchasing decisions. At the same time, they remind businesses to maintain consistency across product labels, advertisements, and online listings.
Accurate Product Information Matters
Unlike traditional retail stores, online shoppers cannot physically examine a product before purchasing it. Instead, they depend entirely on the information displayed on the e-commerce platform. Even a minor mismatch between the online listing and the physical label can confuse consumers and lead to regulatory concerns.
For this reason, FSSAI has instructed platforms to upload clear images of all sides of the product package so that consumers can easily access mandatory label information before placing an order. Similarly, the product name, description, and declarations displayed online should exactly match the information printed on the product label.
In short, every image, description, and declaration displayed online forms an important part of the consumer’s buying decision.
Claims Must Be Accurate and Supported
The authority has also emphasized responsible marketing practices. Food businesses and e-commerce platforms should ensure that every claim complies with the applicable FSSAI regulations before it appears online.
Particular attention should be given to:
- Health claims.
- Nutrition claims.
- Functional benefit claims.
- Organic claims.
- Vegan claims.
- Other special category declarations.
In addition, businesses should avoid using expressions such as “100% Pure,” “100% Natural,” or similar “100%” claims unless the applicable FSSAI regulations specifically permit them. Unsupported or misleading claims may attract regulatory action and reduce consumer trust.
Immediate Delisting of Non-Compliant Products
One of the most significant aspects of the direction relates to immediate enforcement. FSSAI observed that certain products remained available on e-commerce platforms even after regulatory notices had already been issued. Therefore, the authority has directed platforms to take prompt corrective action.
E-commerce platforms should:
- Delist non-compliant food products immediately.
- Remove misleading advertisements.
- Delete inaccurate product descriptions.
- Prevent the sale of products that violate the Food Safety and Standards Act, 2006 and the applicable Rules and Regulations.
These directions make it clear that issuing notices alone is not enough. Businesses and online marketplaces must act quickly to remove non-compliant products and maintain regulatory compliance.
What Should Food Businesses Do?
Although the direction primarily addresses E-Commerce Food Business Operators, it also affects manufacturers, importers, marketers, distributors, brand owners, and sellers. Every stakeholder involved in online food sales should regularly review digital product information to minimize compliance risks.
Food businesses should verify:
- Product labels and mandatory declarations.
- Product photographs uploaded on online marketplaces.
- Product descriptions and specifications.
- Health and nutrition claims.
- Organic and Vegan certifications.
- Promotional and advertising content.
Regular compliance reviews can help businesses identify potential issues before they result in regulatory action. More importantly, they help build consumer confidence by ensuring that the information displayed online accurately reflects the product being sold.
Conclusion
The latest FSSAI direction reinforces that online food listings are subject to the same regulatory scrutiny as physical food labels. As India’s digital food marketplace continues to expand, businesses must ensure that every product image, description, and claim complies with FSSAI requirements. By reviewing online listings regularly, verifying claims, and maintaining accurate product information, businesses can reduce regulatory risks, avoid product delisting, and strengthen consumer trust.
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