FSSAI Advises Against Use of "100%" on Food Labels and Ads
New Delhi: The
Food Safety and Standards Authority of India
(FSSAI) has issued an advisory asking food businesses to stop using the term '100 per cent' in labels, packaging, and promotional material, citing its potential to mislead consumers.
In the advisory issued Thursday, FSSAI noted a growing trend of using the term across food products and advertisements. It stated that, as per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, '100 per cent' is not defined under the Food Safety and Standards Act, 2006, or any related regulations, and its use could create a false impression of absolute purity or superiority.
Furthermore, Sub-regulation 10(7) prohibits any advertisement or claim that undermines other manufacturers or influences consumer perception in a misleading manner.
As per Sub-regulation 4(1), claims must be truthful, unambiguous, meaningful, not misleading, and help consumers comprehend the information provided.
FSSAI said the use of '100 per cent'—either alone or with other terms—could mislead consumers into believing other products are inferior or non-compliant.
All Food Business Operators (FBOs) have been advised to avoid using the term '100%' in any form of marketing or labelling.
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