Manufacturing companies have expressed concern over new packaging regulations that prohibit the use of children under 12 years of age in advertisements for their products. Industry representatives claim that the rules are causing significant challenges in their marketing strategies and promotional efforts.
Traditionally, companies distribute products such as food samples at sports events, religious gatherings, fairs, and even hospitals to increase brand awareness. With the new regulations, companies argue that they would need to verify children’s birth certificates before distributing such products, making the process impractical.
During the COVID-19 pandemic, the Ministry of Health had requested food manufacturers to provide biscuits to hospitalized children, citing dissatisfaction with hospital-provided meals. Manufacturers now contend that their goodwill gestures, such as donating food, could become restricted due to the stringent guidelines.
The regulations also prohibit the display of images of pregnant and nursing mothers on food packaging. However, companies note that this restriction does not apply to non-food items, such as personal care products, raising questions about the fairness and consistency of the rules.
Companies argue that these regulations unfairly target the food sector, describing them as a double standard by the government. They warn that this could lead to a withdrawal of corporate support for events like Children’s Day celebrations, talent shows, and other activities aimed at children, as the restrictions undermine their ability to align their brands with such initiatives.
The broader implications of the new rules remain a point of contention, with the industry urging the government to reconsider or clarify the regulations to ensure a balanced approach.
