FSSAI Issues Advisory Against Misleading ‘100%’ Claims on Food Labels

FSSAI Issues Advisory Against Misleading ‘100%’ Claims on Food Labels  

The Food Safety and Standards Authority of India has issued a strong advisory instructing food business operators to refrain from using the term ‘100%’ in food labelling, packaging, and promotional content. The regulator believes such claims can mislead consumers by creating a false impression of absolute purity or superiority.  

Key Highlights of the Advisory  
- The advisory follows a noticeable surge in the use of ‘100%’ across food product labels and advertisements.  
- The term is not defined under the Food Safety and Standards Act, 2006, or the Advertising and Claims Regulations, 2018.  
- Sub-regulation 10 (7) prohibits advertisements or claims that undermine other manufacturers or mislead consumer perception.  
- Sub-regulation 4 (1) mandates that all claims must be truthful, unambiguous, meaningful, and help consumers comprehend the information provided.  

Regulatory Concerns and Consumer Protection  
- FSSAI warns that using ‘100%’—whether alone or combined with other descriptors—may create an impression that competing products are inferior or non-compliant with regulatory standards.  
- The advisory aims to prevent deceptive marketing practices that could mislead consumers into believing certain food products are superior without factual basis.  
- Food business operators have been advised to discontinue the use of ‘100%’ in any form of labelling or promotional content.  

Industry Response and Compliance Measures  
- The directive is expected to impact food brands that have been using ‘100%’ claims in their marketing strategies.  
- Companies will need to revise their packaging and advertising materials to align with FSSAI’s guidelines.  
- The regulator has emphasized that compliance with truthful and transparent labelling practices is essential for maintaining consumer trust.  

Future Outlook and Market Implications  
- The advisory reinforces FSSAI’s commitment to ensuring fair advertising practices in the food industry.  
- Industry experts anticipate further scrutiny of misleading claims, with potential regulatory actions against non-compliant businesses.  
- The move is expected to encourage food brands to adopt more precise and verifiable claims in their marketing efforts.  

Source: Economic Times, The Hindu Business Line, FSSAI.