a TALL Story by COMPLAN - Caveat Emptor

MUMBAI: Maharashtra's Food and Drug Administration (FDA) has filed a chargesheet in the Mazgaon metropolitan magistrate's court against health drink Complan's advertising claim that it can add two inches to children's height. The FDA's chargesheet names seven officials of Heinz India Pvt Ltd in its petition dated May 3, 2010, clearly stating the offence as "an exaggerated advertisement on television channels about food article Complan". The company denied any knowledge about the case. In an email response, Heinz India officials said, "We are not aware of any such complaint having been filed. We stand by our claim and would defend the same with appropriate research study." But FDA joint commissioner (food) C B Pawar told TOI that a month-long investigation had preceded the filing of the case. What adds an interesting dimension to the case is the medical movement behind it. The mother who worries about her son being teased "half-ticket" appears to have incensed pediatricians. In fact, the movement began over 30 years ago when paediatrician Dr R K Anand -- also known as India's own Dr Spock for his parenting tips -- took on the MNC's might for suggesting that branded milk products could transform your infant into a "bonnie, bonnie baby". In the late 1970s, Anand along with like-minded doctors formed the Association for Consumers' Action on Safety & Health (ACASH) and moved the Indian government into formulating the Infant Milk Substitute Act to stop using pictures of babies on tins and packs that could lure mothers to buy the products. Cut to 2009, when after being flooded with queries from too many mothers about Complan's claims to add two inches, Anand decided to act again. He got in touch with doctors from the Indian Academy of Pediatrics, one of whom fished out the research paper on which Complan has based its ad campaign. A detailed analysis -- on email -- between doctors from various cities followed, thus providing adequate meat for the FDA to act. "We moved the FDA in November 2009 with our case, stating that there was a clear violation of the Prevention of Food Adulteration Act," said Anand. ACASH again got in touch with FDA -- through enquiries under the Right to Information -- to find out the action taken on their report. It is only on Wednesday -- months after filing an appeal to the original RTI application -- that they got a copy of the FDA chargesheet. According to the chargesheet, a copy of which is with TOI, FDA has complained against Heinz India Pvt Ltd in the chief metropolitan court, Mazgaon, for violating the provisions of the Prevention of Food Adulteration Act 1954 and Rules. Seven officials of the company have been named in the chargesheet.

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