-KH News Desk (cbedit@imaws.org )
The Food Safety and Standards Authority of India (FSSAI) has taken a firm stand against misleading labelling practices in the food industry by warning food business operators (FBOs) against using “100%” claims on product labels, packaging, and marketing materials. The regulatory body emphasized that such claims are neither defined nor permitted under the current food labelling laws and may mislead consumers.
In its advisory, FSSAI pointed to a growing trend in the food and beverage sector where brands are increasingly using phrases such as “100% pure,” “100% natural,” “100% safe,” or “100% vegetarian” in an attempt to promote their products as superior or more authentic. However, these terms are not clearly outlined or validated under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, making them unregulated and potentially deceptive.
The authority clarified that numeric expressions like “100%” can create an impression of absolute quality or purity, which may not be scientifically backed. This, according to the FSSAI, misguides consumers by suggesting that other similar products in the market are inferior or non-compliant, even when they meet all safety and quality standards. The use of such terms could therefore distort consumer perception and unfairly influence purchasing decisions.
FSSAI’s move aims to ensure transparency, fairness, and truthfulness in food advertising and labelling. It is part of the regulator’s ongoing efforts to enforce responsible marketing practices and promote accurate information for consumers. Misleading labels not only violate consumer rights but can also harm the credibility of brands and the overall integrity of the food industry.
The advisory comes as part of broader efforts to tighten regulatory oversight and improve compliance with food safety laws. FSSAI has instructed all food business operators to refrain from using the term “100%” in isolation or in combination with other words unless such claims can be substantiated and are explicitly permitted under existing laws. Failure to comply could lead to regulatory action, including penalties and product recalls.
The FSSAI reiterated that it is committed to protecting consumer interests and ensuring that food labels reflect accurate, verifiable, and science-backed information. The regulatory body also urged consumers to be cautious of exaggerated or absolute claims and to read product labels carefully.
This development serves as a strong reminder to food manufacturers and marketers about the importance of ethical advertising. As consumer awareness and demand for transparency grow, businesses must align their marketing strategies with the legal framework and industry best practices.
In summary, the FSSAI’s directive is a timely intervention to prevent misinformation in the food sector. By curbing the misuse of terms like “100%,” the authority seeks to foster a more honest marketplace and safeguard public trust in food products.
