**Summary:**
The Ministry of Ayush is actively strengthening consumer protection measures and curbing unverified claims made by manufacturers of Ayurvedic, Siddha, Unani, and Homoeopathy (ASUH) products. Key initiatives include:
1. **Pharmacovigilance Program:** The Ayush Oushadhi Gunavatta Evam Uttpadan Samvardhan Yojana (AOGUSY) implements a three-tier Pharmacovigilance program through a network of a National Pharmacovigilance Centre (NPvCC), five Intermediary Pharmacovigilance Centers (IPvCs), and 97 Peripheral Pharmacovigilance Centers (PPvCs) across India. These centers monitor and report misleading advertisements to State Regulatory Authorities (SLAs) for action.
2. **Enforcement of Existing Laws:** The Ministry of Ayush enforces the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954, and Rules thereunder, which prohibit misleading advertisements and exaggerated claims related to drugs and medicinal substances, including Ayush medicines. The Ministry issues advisories and directions to SLAs for effective regulation.
3. **Public Awareness:** On October 8, 2024, the Ministry of Ayush issued a public notice, published in 100 leading newspapers across India in multiple languages, cautioning the public against misleading advertisements related to ASUH drugs and medicines.
4. **Grievance Redressal:** The Department of Consumer Affairs (DoCA) maintains the Grievances Against Misleading Advertisements (GAMA) portal to address instances of misleading advertisements. Misleading advertisements broadcasted on TV channels are forwarded to the Ministry of Information and Broadcasting (MoIB) for action.
5. **Online Portal:** The Ministry of Ayush launched the "Ayush Suraksha" portal on May 30, 2025, an IT-enabled online platform for Ayush healthcare professionals and the general public to track reported Misleading Advertisements (MLAs)/Objectionable Advertisements (OAs) and Adverse Drug Reactions (ADRs).
Regarding Rule 170 of the Drugs Rules, 1945, while the Ministry of Ayush omitted it via Gazette notification G.S.R. 360E dated July 1, 2024, the Supreme Court of India stayed the omission on August 27, 2024 (W.P. CIVIL NO.645/2022). Therefore, Rule 170 remains sub judice.
Key Entities Referenced
Ministry of Ayush: The Indian government ministry responsible for developing and promoting traditional medicine systems, including Ayurveda, Yoga & Naturopathy, Unani, Siddha, and Homoeopathy.
Drugs Rules, 1945: A set of regulations governing the manufacturing, sale, and distribution of drugs in India. Rule 170 of these rules was temporarily stayed by the Supreme Court.
Supreme Court of India: The highest judicial body of India, which stayed the notification regarding the omission of Rule 170 of the Drugs Rules, 1945.
Ayurvedic, Siddha, and Unani Drugs Technical Advisory Board ASUDTAB: An advisory board that provides recommendations related to Ayurvedic, Siddha, and Unani drugs.
Pharmacovigilance Program for Ayurvedic, Siddha, Unani and Homoeopathy ASU H Drugs: A program implemented under the Central Sector Scheme to monitor the safety and efficacy of Ayurvedic, Siddha, Unani, and Homoeopathy drugs.
Ayush Oushadhi Gunavatta Evam Uttpadan Samvardhan Yojana AOGUSY: A Central Sector Scheme under which the Pharmacovigilance Program for ASU & H Drugs is implemented.
Drugs and Magic Remedies Objectionable Advertisements Act, 1954: An Indian law that prohibits misleading advertisements related to drugs and medicinal substances, including Ayush medicines.
Department of Consumer Affairs DoCA: A department that maintains the Grievances Against Misleading Advertisements GAMA portal, providing a platform to address instances of misleading advertisements.
AYUSH
Government Strengthens Measures for Consumer
Protection and Curb Unverified Claims by Ayush
Product Manufacturers
Posted On: 25 JUL 2025 5:15PM by PIB Delhi
Ministry of Ayush vide Gazette notification no.- G.S.R. 360(E) dated 01.07.2024 omitted Rule 170 of the
Drugs Rules, 1945 based on recommendations from the Ayurvedic, Siddha, and Unani Drugs Technical
Advisory Board (ASUDTAB). Further, Hon’ble Supreme Court of India vide its order dated 27.08.2024 in
W.P. (CIVIL) NO.645/2022 has stayed the notification of omission of Rule 170 of the Drugs Rules, 1945
till further orders. The Rule 170 of the Drugs Rules, 1945 is subjudice.
The steps taken by the Government to ensure consumer protection and prevent the dissemination of
unverified claims by Ayush product manufacturers are as follows: -
1. The Pharmacovigilance Program for Ayurvedic, Siddha, Unani and Homoeopathy (ASU & H) Drugs
has been implemented under Central Sector Scheme Ayush Oushadhi Gunavatta Evam Uttpadan
Samvardhan Yojana (AOGUSY), which work through a three-tier network of a National
Pharmacovigilance Centre (NPvCC), Five Intermediary Pharmacovigilance Centers (IPvCs) and 97
Peripheral Pharmacovigilance Centers (PPvCs) established across the country. These centres are
mandated to monitor and report misleading advertisements to the respective State Regulatory
Authorities for suitable action against the defaulter. Objectives of this program is to keep vigilance over
Ayush drugs and to reduce misleading advertisements to ensure the consumer protection and prevent the
dissemination of unverified claims by Ayush product manufacturers.
2. Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 and Rules thereunder encompass
the provisions for prohibition of misleading advertisements and exaggerated claims of drugs and
medicinal substances including Ayush medicines, which appear in the print and electronic media and
Ministry of Ayush has issued advisories and gives direction to SLAs to enforce and regulate as per the
provision of this Act.
3. Ministry of Ayush has issued a public notice on 08.10.2024, informing the general public about the facts
regarding ASU&H drugs/medicines and urging them to avoid patronizing misleading advertisements,
which was published in 100 leading newspapers across India in Hindi, English, and several regional
languages.
4. The Department of Consumer Affairs (DoCA) maintains the Grievances Against Misleading
Advertisements (GAMA) portal, providing a platform to address instances of misleading
advertisements. Further, as the regulations and enforcement for TV Channels falls under the mandate of
Ministry of Information and Broadcasting (MoIB), therefore references of misleading advertisement
getting broadcasted on TV channels are forwarded to MoIB for action.
5. Ministry of Ayush has developed and launched an IT enabled online portal “Ayush Suraksha” for
Ayush Health care professionals and general public to track the reported misleading advertisements
(MLAs)/Objectionable Advertisements (OAs) and Adverse Drug Reactions (ADRs) on 30th May 2025.
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MV/AKS/SG(Release ID: 2148433)