The Food Safety and Standards Authority of India (FSSAI) has issued a directive banning the use of “100%” claims on food labels, packaging, and promotional materials, citing their potential to mislead consumers. This move aims to ensure transparency and protect consumer interests in India’s food market.
Why the Ban?
The FSSAI’s advisory, issued on May 28, 2025, highlights a surge in the use of “100%” claims, such as “100% natural” or “100% pure,” across products like juices, chocolates, honey, and biscuits. The regulator notes that the term “100%” is not defined under the Food Safety and Standards Act, 2006, or its regulations, leading to ambiguity. Such claims can create a false impression of absolute purity or superiority, potentially misleading consumers into believing competing products are inferior or non-compliant with safety standards.
The decision aligns with the Food Safety and Standards (Advertising and Claims) Regulations, 2018, specifically:
- Sub-regulation 4(1): Claims must be truthful, unambiguous, and help consumers make informed choices.
- Sub-regulation 10(7): Prohibits claims that undermine other products or mislead consumer perception.
The FSSAI’s stance was reinforced in a Delhi High Court case where it deemed “100% fruit juice” claims, like those on Dabur’s Real juice, misleading and not permissible under existing regulations.
Impact on Food Businesses
The ban affects major brands, including those selling products labeled as “100% sugar-free,” “100% organic,” or “100% millet-based.” Companies must now revise their labeling and marketing strategies to comply. The FSSAI previously directed businesses to remove “100% fruit juice” claims by December 2024, allowing time to exhaust pre-printed packaging. Non-compliance may result in penalties under the FSS Act, such as fines up to Rs 3 lakh for misbranding or Rs 5 lakh for sub-standard products.
A senior executive from a packaged snacks company noted that while the guideline benefits consumers by curbing misleading claims, implementation must ensure genuine claims aren’t unfairly penalized.
Consumer Implications
For consumers, the ban promotes clearer, more accurate product information, reducing the risk of being swayed by exaggerated marketing. Labels must now focus on verifiable claims, such as specific nutrient content or certified organic status, backed by evidence. This follows FSSAI’s 2024 amendments to labeling regulations, which emphasized bold, larger font sizes for sugar, salt, and fat content to aid informed decision-making.
Background and Context
The FSSAI, established under the Food Safety and Standards Act, 2006, regulates food safety, labeling, and advertising to ensure safe and wholesome food. Its 2018 Advertising and Claims Regulations aim to prevent deceptive marketing. The authority has a history of cracking down on misleading claims, with 32 cases addressed in 2023 alone.
This ban reflects a broader push for transparency, building on earlier actions like the 2019 front-of-pack labeling proposal to highlight high fat, salt, and sugar content. By curbing vague terms like “100%,” the FSSAI aims to empower consumers and maintain fair competition in the food industry.
Last Updated on: Wednesday, June 11, 2025 3:32 pm by Lokram Chittiboina | Published by: Lokram Chittiboina on Wednesday, June 11, 2025 3:32 pm | News Categories: News
About The Author
Leave a Reply