FSSAI Warns Food Businesses Against Misleading '100 Per Cent' Claims on Labels
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The Food Safety and Standards Authority of India (FSSAI) has issued a strong advisory to food businesses, cautioning them against the use of ambiguous and potentially misleading terms such as ‘100% natural,’ ‘100% pure,’ or ‘100% organic’ in product packaging, labeling, and advertising.
While phrases like “100%” may appear reassuring to buyers, FSSAI warned that they are often deceptive. According to an NDTV report, many fruit juice products carry the label “100% juice,” but are actually made from fruit concentrate diluted with water, rather than fresh, unprocessed juice. This kind of branding, FSSAI said, builds a false sense of absolute purity or superior quality, which may not accurately represent the product.
To ensure transparency, FSSAI reiterated that all claims made in food advertising must comply with sub-regulation 4(1) of the 2018 Advertising and Claims Regulations, which mandates that:
FSSAI believes that most current uses of “100%” violate these provisions and could be considered a breach of advertising norms.
This directive is part of the regulatory body’s broader aim to:
Foster informed dietary decisions across India
FSSAI’s latest warning underscores its renewed commitment to ensuring transparency in food marketing and preventing the spread of deceptive advertising practices in the Indian food industry.
⚠️ FSSAI Flags Misuse of ‘100%’ Claims
In a notice dated May 30, 2025, FSSAI stated that the term “100%” is not officially defined or recognized under either the Food Safety and Standards Act, 2006 or the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulatory authority emphasized that such claims can mislead consumers and distort market competition.While phrases like “100%” may appear reassuring to buyers, FSSAI warned that they are often deceptive. According to an NDTV report, many fruit juice products carry the label “100% juice,” but are actually made from fruit concentrate diluted with water, rather than fresh, unprocessed juice. This kind of branding, FSSAI said, builds a false sense of absolute purity or superior quality, which may not accurately represent the product.
🧾 Consumers Misled by Bold Labels
FSSAI pointed out that most consumers are influenced by bold marketing claims on front labels and may overlook the detailed ingredient list or disclaimers provided in smaller print on the back. This kind of marketing, the agency said, not only misleads buyers but also puts honest brands at a disadvantage, especially those that refrain from exaggerated claims.To ensure transparency, FSSAI reiterated that all claims made in food advertising must comply with sub-regulation 4(1) of the 2018 Advertising and Claims Regulations, which mandates that:
- All claims must be truthful and not misleading
- Claims should be clear, unambiguous, and allow consumers to make informed decisions
FSSAI believes that most current uses of “100%” violate these provisions and could be considered a breach of advertising norms.
📢 What Has FSSAI Advised?
As per a report by CNBC, FSSAI has advised food companies to refrain from using the term “100%” in any labelling, promotional material, or branding unless it is objectively verifiable and precisely defined.This directive is part of the regulatory body’s broader aim to:
- Promote truthful advertising
- Encourage fair competition
- Protect consumer rights
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