FSSAI Warns Food Companies Against Using '100%' Claims in Labels and Ads

New Delhi – The Food Safety and Standards Authority of India (FSSAI) has issued a strict advisory to food companies, urging them to stop using the term "100 per cent" on food labels and in advertisements, warning that such claims can mislead consumers.

The advisory, addressed to all Food Business Operators (FBOs), states:
"Do not use the term on food labels, packaging, or promotional material due to its vague meaning and potential to be misunderstood under current regulations."

FSSAI noted a growing trend among food brands to use "100 per cent" on product labels and in promotions, a term not defined in the existing food safety regulations.

"This kind of language is misleading and gives consumers a potentially false impression," the authority said.

Under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term "100 per cent" is neither defined nor referenced in the Food Safety and Standards (FSS) Act, 2006, or its associated rules.

In particular:

• Sub-regulation 10(7) prohibits claims that discredit other products or mislead consumer perception.
• Sub-regulation 4(1) mandates that all claims must be truthful, clear, meaningful, not misleading, and should help consumers understand the information being presented.

FSSAI emphasized that using "100 per cent" — even when paired with other words — can wrongly suggest that a product is entirely pure or superior, possibly leading consumers to assume that competing products are substandard or not in compliance.

In June 2024, the regulator had already directed food companies to stop using claims like “100 per cent fruit juice” on product labels and advertisements.

Earlier in April, FSSAI informed the Delhi High Court that FMCG major Dabur’s claim that its fruit beverages are made from "100 per cent fruits" was misleading. The court was told that the juices actually contain both water and fruit concentrate, and that the term “100 per cent” has no official recognition in food product standards.

With inputs from IANS