The Bangladesh Food Safety Authority has introduced a new set of advertising rules aimed at stopping misleading health claims in food promotions. The regulations were published in a gazette on December fourteen and will come into force after six months, giving companies time to adjust their marketing practices. Under the new rules, food companies will no longer be allowed to use doctors, nutritionists, or health experts to endorse their products.
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According to the Bangladesh Food Safety Authority, the move addresses widespread practices that confuse or mislead consumers. These include overstating ingredient quantities, exaggerating nutritional value, and presenting undernourishing foods as healthy options. BFSA enforcement member Anwarul Islam Sarkar stated that inspections have found multiple cases where declared ingredient quantities did not match actual product content.
The regulations clearly prohibit advertisements from claiming that a food product can reduce disease risk or provide specific health benefits through regular consumption. Ads also cannot suggest that changing a single dietary factor can prevent illness. Comparisons that portray one product as superior to similar foods are not allowed, nor are claims that exaggerate origin, quality, or nutritional value.
Imported food products cannot be marketed as better than locally produced alternatives. Processed and mixed foods may not be promoted as natural, and advertisements must not encourage excessive consumption. Religious claims such as halal certification must be backed by approval from a recognised religious authority or accredited certifying body.
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The rules also restrict the use of awards in advertising unless they are directly related to food safety or product quality. In addition, advertisements must avoid content that mocks or demeans individuals based on physical appearance, disability, gender, religion, race, or similar attributes.
Industry leaders have largely welcomed the clarity brought by the new framework. Ahsan Khan Chowdhury, chairman and chief executive of Pran RFL Group, said the absence of clear rules had previously created uncertainty, and the new regulations now define what is acceptable. Consumer rights groups also supported the move but stressed the importance of balancing consumer protection with fair business practices to avoid unnecessary barriers for the food industry.