FSSAI Flags '100% Claims' as Misleading, Urges Food Brands to Comply

FSSAI ramps up monitoring of food claims to ensure transparency and protect consumers amid industry changes.

The Food Safety and Standards Authority of India (FSSAI) has issued a stern advisory to food businesses cautioning them against the use of the term “100%” on food labels, packaging, and promotional materials. The warning comes amid growing concerns that such claims may mislead consumers, creating false impressions about the purity, quality, or superiority of food products.

In its advisory released, FSSAI highlighted an increasing trend among food manufacturers and marketers to use “100%” claims, despite the term not being defined or recognized under the current Food Safety and Standards Act, 2006, or the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

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#FSSAI has advised #foodcompanies to stop using "100 percent" on labels, ensuring clearer and less misleading information about your food products. #consumer_rights #food_labels

“The use of ‘100%’ can be misleading to consumers, giving a false impression of absolute purity or superiority of a product,” the regulator noted, urging food business operators (FBOs) to avoid such claims to ensure consumer clarity and confidence.

Regulations Demand Truthful and Clear Food Claims

FSSAI reminded all food businesses that under existing regulations, any food claims must be truthful, clear, and not misleading. The advisory referenced Sub-regulation 10(7) of the Advertising and Claims Regulations, which explicitly prohibits advertisements that distort consumer perception or disparage competing products unfairly.

The regulator expressed concern that “100%” claims might not only confuse consumers but also unfairly undermine other manufacturers, potentially creating a marketplace where misleading information distorts buying decisions.

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FSSAI’s Call for Transparency and Fairness

To safeguard consumer interests and maintain fairness in the food industry, FSSAI has urged all food businesses to refrain from using “100%” claims in any form of labelling or promotional content.

This directive reinforces FSSAI’s commitment to upholding transparency in food labelling and enabling consumers to make informed and confident choices based on accurate information.

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The advisory follows a recent incident where FSSAI challenged Dabur’s claim of “100% juice,” describing it as a violation of food safety laws — further underscoring the regulator’s strict stance on misleading advertisements.

As the food industry evolves and consumer awareness grows, FSSAI continues to strengthen its efforts to monitor and regulate food claims, ensuring the market remains fair and trustworthy for all stakeholders.