Press Release , 17.06.2016 , New Delhi

 

Sri Sri Ayurveda’s Ojasvita Health Drink Slammed for Misleading Claims by Advertising Standards Council of India (ASCI)

On Wednesday, 30th March, 2016 Ojasvita (a product of Sri Sri Ayurveda Nature Foods) was advertised in Times of India, New Delhi. Breastfeeding Promotion Network of India (BPNI) found the advertisement misleading for the consumers.

BPNI made a complaint to the Advertising Standards Council of India (ASCI) on 13th April 2016 on the grounds of providing misleading information to the consumers putting the lives of children at risk.

BPNI alleged “Sri Sri Ayurveda Nature Foods” and their product “Ojasvita” in its print advertisement did not mention the amount of sugar content in the product (41.9 gram per 100 gram which is very high); the advertisement also didn't mention that it’s a processed food with no specifications of age group it caters to. As the product indicates to be consumed by children, BPNI urged ASCI to notify Sri Sri Ayurveda Nature Foods to immediately stop this misleading advertisement in public interest.

According to the Consumer Complaint Council (CCC) of ASCI, the company submitted its response against the complaint and argued that their product is enriched with seven herbs and has proven health benefits for which no evidence was provided. The company did not indicate these content in the product and any technical rationale or clinical evidence to substantiate the claim of the product supporting “daily mental fitness needs” by virtue of these ingredients. The CCC found the mental health claims misleading contravening chapter I.1 and I.4 of the ASCI Code.

Sri Sri Ayurveda in response to this proven allegation has agreed to modify the advertisement and assured compliance with CCC recommendation.

Interestingly, CCC of ASCI did not uphold BPNI’s argument of mentioning the high sugar content in the advertisement. BPNI continues to be concerned about the health implications of such high sugar products on children. In both adults and children WHO recommends reducing the intake of sugar to less than 10% of total energy intake. Sugar is addictive and high intake can lead to or put higher risks of several health implications like diabetes, obesity, heart ailments and hypertension in children.

 

Evidence Documents:

  1. BPNI-ASCI Ojasvita Complaint (April 13, 2016)
  2. BPNI-ASCI Ojasvita Complaint Follow Up (June 1, 2016)
  3. BPNI-ASCI Ojasvita Complaint Action Taken (June 3, 2016)

 

Breastfeeding Promotion Network of India (BPNI)

Phone: +91-11-27343608, 42683059

Fax:+91-11-27343606

bpni@bpni.org

 

For further information, contact:

Ms. Nupur Bidla ( 9958163610)

Dr. JP Dadhich(9873926751)