By Khushi Keswani

The brands in the food category are facing the heat amid the regulatory clampdowns and food activism as concerns rise over misleading advertisements and unhealthy products.

The Food Safety and Standards Authority of India (FSSAI) is turning up the pressure with tougher rules on packaging, labelling, and health claims. And if that wasn't enough, the new mandatory self-declaration certificate for food and health advertisers is adding an extra dose of accountability.

However, experts suggest the need for a balanced approach to curbing the misleading advertising menace

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