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New Delhi, May 31, 2025 — The Food Safety and Standards Authority of India (FSSAI) has issued a stern advisory to food businesses, cautioning them against the use of “100%” claims on product labels, packaging, and promotional materials. The move comes amidst growing concerns that such statements could mislead consumers and distort perceptions of product quality and purity.
Rising Trend of “100%” Claims
In its advisory released on Friday, May 30, FSSAI highlighted a noticeable increase in the use of “100%” claims across various food products and marketing platforms. The regulator clarified that the term “100%” is neither defined nor recognised under the Food Safety and Standards Act, 2006, or the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
FSSAI stated, “The use of ‘100%’ can be misleading to consumers, giving a false impression of absolute purity or superiority of a product.” The advisory emphasized that such claims could unfairly undermine competitors and create confusion regarding compliance with regulatory standards.
Regulatory Framework and Consumer Protection
Under existing regulations, all claims made by food businesses must be truthful, clear, and not misleading. Specifically, Sub-regulation 10(7) of the Advertising and Claims Regulations prohibits advertisements that distort consumer perception or disparage other products.
FSSAI has urged all Food Business Operators (FBOs) to refrain from using “100%” in any food labelling or promotional content. The regulator’s goal is to ensure transparency in the food industry and protect consumer interests by enabling informed choices.
Commitment to Fairness and Transparency
This advisory underscores FSSAI’s ongoing commitment to fairness in food labelling practices. By discouraging ambiguous or exaggerated claims, the authority aims to foster a market environment where consumers can trust the information provided and make decisions based on accurate product descriptions.
Disclaimer
This article is based on information reported by CNBC-TV18 on May 30, 2025. For further details, please refer to the original source: CNBC-TV18 Article. The information provided is for general awareness and should not be considered as legal or regulatory advice.
