FSSAI warns against '100%' claims in food labelling and promotions
text_fields
New Delhi: The Food Safety and Standards Authority of India (FSSAI) has issued a strong advisory to food companies against the use of the term "100 per cent" in food labelling, citing concerns over its potential to mislead consumers.
“Refrain from using the term on food labels, packaging, and promotional content, owing to its ambiguity and potential for misinterpretation within the existing regulatory provisions,” read the advisor to all Food Business Operators (FBOs).
In the advisory issued, the apex food regulator highlighted a noticeable surge in the use of the term "100 across" across food product labels and promotional platforms.
“Such terminology is not only undefined under current regulations but also misleading and likely to create a false impression among consumers,” the FSSAI said.
The Food Safety and Standards (Advertising and Claims) Regulations, 2018, do not define or reference the term "100 per cent" under the FSS Act, 2006, or its related rules.
Sub-regulation 10(7) prohibits advertisements or claims that mislead consumers or undermine competitors, while Sub-regulation 4(1) mandates that claims must be truthful, clear, and informative.
FSSAI stated that using "100 per cent"—either alone or with other descriptors—can falsely imply absolute purity or superiority.
“This could mislead consumers into believing that other comparable products in the market are inferior or non-compliant with regulatory standards,” the food regulatory body said.
The food regulator, had, in June 2024 issued a notification directing FBOs to remove claims such as "100 per cent fruit juices" from the label and advertisement of fruit juices.
In April, the FSSAI informed the Delhi High Court that FMCG giant Dabur’s claim of its fruit beverages being “100 per cent” fruit-based violates regulations and misleads consumers.
A writ petition challenged Dabur’s claim, arguing that the juices contain water and fruit concentrates. Additionally, the term “100 per cent” is not officially recognized for food products.
(inputs from IANS)