Amazon Fined ₹1 Lakh for Selling Sweets as 'Ram Temple Prasad'

Central Consumer Protection Authority's Ruling

The Central Consumer Protection Authority (CCPA) has taken decisive action against Amazon Seller Services, imposing a significant fine of ₹1 lakh. This penalty stems from the platform's failure to prevent the sale of various sweets, including ladoos and pedas, that were falsely marketed as 'Prasad' from the revered Ram Temple in Ayodhya. The CCPA found that these products were listed and sold without the necessary permission or authorization from the Shri Ram Janmabhoomi Temple Trust, constituting a clear violation of consumer protection norms.

The investigation and subsequent ruling were initiated following a complaint lodged by the Confederation of All India Traders (CAIT) in January 2024. The complaint specifically highlighted products from Chandu Trading Company, operating under the 'Bihar Brothers' brand, which used religious symbols and claimed to be blessed by the Shri Ram Janmabhoomi Temple. The CCPA underscored that such labeling, particularly the name 'Shri Ram Mandir Ayodhya Prasad,' would lead devotees to believe the sweets were consecrated offerings, thereby exploiting their faith.

Ultimately, the CCPA concluded that this practice amounted to a misleading trade practice under the Consumer Protection Act. The authority emphasized that such deceptive advertising not only misleads consumers but also deeply hurts the religious sentiments of millions of devotees who hold the Ram Temple and its offerings in high regard. The fine is mandated to be paid within 15 days, signaling the urgency and seriousness of the regulatory body's stance.

Amazon's Intermediary Defense

In its defense, Amazon argued that it functions merely as an intermediary platform, connecting buyers and sellers, and therefore should not be held responsible for the products or claims made by third-party sellers. The company invoked the 'safe harbor' protection provided under Section 79 of the Information Technology Act, which typically shields intermediaries from liability for content posted by users, provided they adhere to due diligence requirements.

However, the CCPA firmly rejected Amazon's argument, asserting that the e-commerce giant's role extended beyond that of a passive intermediary. The authority highlighted that Amazon actively hosted, displayed, and facilitated the sale of these misleadingly advertised products on its platform. By doing so, Amazon was deemed an active participant in the publication of the misleading advertisement, making it complicit in the deceptive trade practice.

The CCPA's ruling clarified that Amazon cannot simply hide behind its intermediary status to evade its consumer protection obligations. The authority pointed out that Amazon directly benefited from these sales, having earned ₹15,165 in service fees from a total of ₹39,802 worth of sales across four specific listings. This financial involvement further solidified the CCPA's position that Amazon had a responsibility to ensure the veracity of product claims, especially those touching upon sensitive religious matters.

Broader Implications for Religious Offerings

The CCPA's ruling extends beyond just the Ram Temple Prasad case, setting a significant precedent for the sale of religious offerings on e-commerce platforms across India. As part of its directive, the authority explicitly instructed Amazon to ensure that any products claiming to be religious offerings or 'Prasad' are only listed with the explicit and verifiable permission of the concerned religious institution.

To underscore the breadth of this directive, the CCPA specifically named ten prominent religious institutions whose 'Prasad' or offerings must be authorized before being sold online. These include not only the Ram Janmabhoomi Temple but also other revered sites such as Tirumala Tirupati Devasthanam, Mata Vaishno Devi Temple, Kashi Vishwanath Temple, and Jagannath Temple. This comprehensive list indicates a concerted effort to regulate the online sale of religious items nationwide.

This landmark decision will likely compel e-commerce platforms operating in India to implement much stricter vetting processes for products that make religious claims. It signals a shift towards greater accountability for platforms, requiring them to actively verify the authenticity and authorization of such sensitive listings. The ruling aims to protect both consumers from misleading practices and the sanctity of religious institutions from unauthorized commercial exploitation, potentially reshaping the landscape of online religious commerce.