Amazon has been penalised with a fine of Rs 1 lakh for permitting ordinary sweets to be marketed online as ‘Shri Ram Mandir Ayodhya Prasad’. The Central Consumer Protection Authority (CCPA) determined that the platform could not evade responsibility by identifying itself merely as an intermediary. The ruling emerged after an investigation concerning sweets sold under the ‘Bihari Brothers’ brand by Chandu Trading Company.

The CCPA’s findings indicated that products such as ghee laddoos, khoya laddoos, boondi laddoos, and cow’s milk peda were presented with descriptions suggesting they were temple prasad, complete with labels implying they were blessed by Lord Ram. This situation prompted concerns about misleading consumers regarding the authenticity of the products.

Lack of Authorisation from Temple Trust

The CCPA highlighted that the Shri Ram Janmabhoomi Teerth Kshetra Trust had not granted any official permission for the sweets to be sold under the temple’s name or to be represented as its prasad. The decision to take action was catalysed by a complaint lodged by the Confederation of All India Traders in January 2024.

CCPA officials, including Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra, expressed that devotees could understandably assume that items labelled in this manner were genuine offerings from the temple. The body stressed that using the temple’s name for commercial gain without consent could sour religious sentiments among numerous consumers.

Expansion of Regulations to Other Religious Institutions

The CCPA has extended its regulations to cover other significant religious institutions beyond the Ayodhya Ram temple. Amazon has been instructed not to list products that include terms like ‘prasad’, ‘mahaprasad’, or ‘bhog’ in relation to ten major religious sites without obtaining verified authorisation from the appropriate institution.

This expansion of rules encompasses notable shrines such as the Ram Janmabhoomi, Tirupati Devasthanam, Mata Vaishno Devi, and Jagannath Temple. This initiative aims to deter sellers from misappropriating the names of these revered establishments to market standard products as legitimate offerings.

The implications of this regulation underscore the need for stringent oversight regarding how products associated with religious institutions are marketed, particularly to prevent misleading consumer perceptions.

Amazon’s Responsibility as a Platform

The CCPA reaffirmed that Amazon cannot absolve itself of responsibility by claiming to be merely an intermediary. The authority also mandated that the e-commerce platform must provide thorough details regarding sellers and ensure that its grievance officer’s credentials are transparently accessible on its site.

This ruling places an increased obligation on Amazon to monitor and assess the descriptions and marketing strategies related to products linked to religious entities. The order specifies that no seller is permitted to use the names of major temples or religious institutions alongside terms like ‘prasad’, ‘mahaprasad’, or ‘bhog’ without official authorisation from the respective institution.

The latest developments represent a significant step in safeguarding consumer interests and maintaining the integrity of religious representations in the commercial sector. As the e-commerce landscape evolves, regulatory bodies are increasingly committed to ensuring ethical practices are upheld. This case underscores the necessity for vigilance in the context of online retailing and religious sentiment.

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