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Business Standard
4 days ago
- Business
- Business Standard
FSSAI bans use of '100%' on food labels, says term misleads consumers
The Authority emphasised that such terminology is not only undefined under current regulations but also misleading and likely to create a false impression among consumers Press Trust of India New Delhi The Food Safety and Standards Authority of India (FSSAI) has issued a strong advisory against the use of the term "100%" in food labelling, citing concerns over its potential to mislead consumers. The apex food regulator, in a statement, said it has asked all Food Business Operators (FBOs) to 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. In the advisory issued on Thursday, FSSAI highlighted a noticeable surge in the use of the term "100%" across food product labels and promotional platforms. The Authority emphasised that such terminology is not only undefined under current regulations but also misleading and likely to create a false impression among consumers. As per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term "100%" is not defined or referenced in any manner under the FSS Act, 2006, or the Rules and Regulations made thereunder. Furthermore, the Sub-regulation 10(7) of the aforementioned regulations strictly prohibits any advertisement or claim that undermines other manufacturers or influences consumer perception in a misleading manner. As per Sub-regulation 4(1), it shall be ensured that the claims must be truthful, unambiguous, meaningful, not misleading and help consumers to comprehend the information provided. The use of the term "100%"whether in isolation or combined with other descriptorsis likely to create a false impression of absolute purity or superiority, FSSAI said and added this could mislead consumers into believing that other comparable products in the market are inferior or non-compliant with regulatory standards. In view of these concerns, all FBOs have been advised to not use the term "100%" on food product labels, packaging, and any form of promotional content. FSSAI said it remains committed to ensuring transparency and fairness in food labelling to protect consumer interests and promote informed choices. (Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)
NDTV
4 days ago
- Business
- NDTV
Explained: Food Authority Issues Advisory Against "100%" Claims In Food Labels
Food packaging, labelling and promotional content play a crucial role in shaping how a product and, more broadly, the brand is perceived. Many food business operators (FBOs) resort to creative marketing and advertising techniques to capture consumer attention and drive sales. While this is essential for boosting revenue, there's a fine line between promoting your product and making it appear superior to what it actually is. That's where the Food Safety and Standards Authority of India (FSSAI) steps in, ensuring customers are not misled during their purchase decisions. In its latest advisory dated May 30, 2025, the FSSAI highlighted a growing trend: the use of "100%" claims on food labels and promotional materials. What Is This "100%" Claim Although the FSSAI hasn't listed all the ways the term "100%" might be used, some common examples include phrases like "100% natural", "100% organic", "100% fresh", "100% pure" and "100% premium quality". In reality, such claims can be ambiguous and open to interpretation. As per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term "100%" is neither defined nor referenced in the FSS Act, 2006, or the rules and regulations made thereunder. The lack of clarity or definition under current regulations allows food businesses to use the term at their discretion, which can mislead consumers into believing a product is pure or superior to other products, often without any scientific backing. Why "100%" Claims May Be Misleading It sounds straightforward, but it is not so simple. For example, many fruit juices labelled as "100% juice" are actually reconstituted - meaning they contain a large amount of water mixed with fruit concentrate. So calling it "100% juice" can be misleading since the actual fruit content might be quite low. The term "100%" can create a false impression of absolute purity, safety or exceptional quality. In a quick shopping scenario, a customer may be swayed by the large, prominent "100%" claim on the front of a pack, overlooking crucial details in the fine print on the back. This not only misleads consumers but also unfairly positions competing products as inferior or non-compliant with regulatory standards. What Do Indian Food Labelling Laws Say According to the Food Safety and Standards (Advertising and Claims) Regulations, 2018 (Sub-regulation 4(1)), it shall be ensured that the claims must be truthful, unambiguous, meaningful, not misleading and help consumers to comprehend the information provided. Responsibility Beyond Revenue In light of these guidelines, food businesses in India are urged to be responsible and transparent in their marketing and packaging practices. Clear, accurate labelling and promotional content empower consumers to make informed food choices. Ultimately, transparent food labelling is vital for consumer health, safety and trust in the food industry.
NDTV
4 days ago
- Business
- NDTV
Food Regulator Issues Strong Advisory Against Using "100%" In Food Labels
New Delhi: The Food Safety and Standards Authority of India (FSSAI) has issued a strong advisory against the use of the term "100%" in food labelling, citing concerns over its potential to mislead consumers. The apex food regulator, in a statement, said it has asked all Food Business Operators (FBOs) to 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. In the advisory issued on Thursday, FSSAI highlighted a noticeable surge in the use of the term "100%" across food product labels and promotional platforms. The Authority emphasised that such terminology is not only undefined under current regulations but also misleading and likely to create a false impression among consumers. As per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term "100%" is not defined or referenced in any manner under the FSS Act, 2006, or the Rules and Regulations made thereunder. Furthermore, the Sub-regulation 10(7) of the aforementioned regulations strictly prohibits any advertisement or claim that undermines other manufacturers or influences consumer perception in a misleading manner. As per Sub-regulation 4(1), it shall be ensured that the claims must be truthful, unambiguous, meaningful, not misleading and help consumers to comprehend the information provided. The use of the term "100%"-whether in isolation or combined with other descriptors-is likely to create a false impression of absolute purity or superiority, FSSAI said and added this could mislead consumers into believing that other comparable products in the market are inferior or non-compliant with regulatory standards. In view of these concerns, all FBOs have been advised to not use the term "100%" on food product labels, packaging, and any form of promotional content. FSSAI said it remains committed to ensuring transparency and fairness in food labelling to protect consumer interests and promote informed choices.
New Indian Express
4 days ago
- Business
- New Indian Express
Don't use '100%' claims in food labelling and promotions, misleading for consumers: FSSAI
NEW DELHI: The Food Safety and Standards Authority of India (FSSAI) has issued a strong advisory against the use of the term '100%' in food labelling and promotional materials, citing its potential to mislead consumers. The apex food regulator has directed all Food Business Operators (FBOs) to refrain from using the term on food labels, packaging, and promotional content, due to its ambiguity and potential for misinterpretation under existing regulatory provisions. In an advisory issued on Thursday, the FSSAI highlighted a noticeable rise in the use of '100%' on food product labels and advertising platforms. The authority emphasised that the term is not defined under current regulations and can create a misleading impression among consumers. According to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term '100%' is neither defined nor referenced under the Food Safety and Standards Act, 2006, or any rules and regulations made thereunder.
Time of India
4 days ago
- Business
- Time of India
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.
