Food ads to be barred from doctor endorsements

Food companies will no longer be allowed to use doctors, nutritionists or other health experts to endorse their products, as the authorities have introduced rules to curb misleading health claims and deceptive advertising practices.

The new regulations by the Bangladesh Food Safety Authority (BFSA) were published in a gazette on December 14.

The new rules, titled Safe Food (Advertisement and Claims) Regulations, 2025, will come into force six months after the date of the gazette notification.

The changes are expected to reshape how food products are marketed, especially processed items that often rely on expert endorsements, inflated nutrition claims or comparisons with rival brands.

According to the BFSA, the regulations target widespread practices that mislead consumers, including overstating ingredient content, exaggerating nutritional value and promoting undernourishing foods as healthy choices.

"We have found that many companies do not include the declared quantities of ingredients on their products as stated on the label," said Anwarul Islam Sarkar, member for enforcement at the BFSA.

"Some are also selling undernourishing foods with false or misleading information. These rules are meant to stop such practices," he added.

Under the regulations, advertisements must not contain false or deceptive claims, nor suggest that a product can reduce the risk of disease or deliver specific health benefits through daily consumption. Claims implying that modifying a single risk factor can prevent illness are also prohibited.

The new rules place wide-ranging limits on promotional practices.

Advertisements cannot compare or disparage similar food products to claim superiority, nor exaggerate the origin, quality or nutritional value of a product in ways that mislead consumers.

Imported foods may not be marketed in a manner that suggests they are superior to domestically produced alternatives. Processed or mixed foods must not be presented as natural, and advertisements must not promote excessive consumption.

Any religious claims, including halal certification, must be supported by approval from a recognised religious authority or an accredited certifying body.

Companies are also barred from citing awards unless they relate directly to food safety or product quality.

Advertisements must also avoid content that mocks or demeans individuals based on physical appearance, disability, gender, religion, race or other personal attributes.

The tighter rules are likely to raise compliance costs for food makers and advertisers. Many companies have long depended on expert-backed claims to build consumer confidence.

Ahsan Khan Chowdhury, chairman and chief executive of Pran-RFL Group, one of the largest food conglomerates in Bangladesh, welcomed the new rules.

"As there had been no regulations on food advertising, there was a degree of uncertainty," he told The Daily Star. "Now we know what can and cannot be done."

Consumer rights advocates welcomed the move but urged caution against excessive regulation.

AHM Shafiquzzaman, president of the Consumer Association of Bangladesh, said food safety should be ensured without placing unnecessary barriers on business.

"Maintaining this balance is crucial," he said. "Consumers need protection from misleading claims, but trade facilitation and fair business practices must also be considered."