FSSAI Warns Food Businesses Against Misleading '100 Percent' Claims on Packaging

The Food Safety and Standards Authority of India ( FSSAI ) has issued a strong advisory to food businesses, cautioning them against the use of vague and potentially misleading ‘100%’ claims on product labels, packaging, and advertisements.

The directive, dated May 30, 2025, comes amid widespread promotional practices where companies label their products as ‘100% natural’, ‘100% pure’, or ‘100% organic’, among other similar claims. FSSAI emphasized that such terminology is not recognised under the Food Safety and Standards Act, 2006 or the Advertising and Claims Regulations, 2018—and can be misleading for consumers while also distorting fair market competition.

Misleading Language and Market Impact

While the term ‘100%’ may sound reassuring at first glance, it can be deceptive, the regulatory body noted. According to an NDTV report, products like fruit juices often carry the label ‘100% juice’, even when they are made from fruit concentrate diluted with water, rather than fresh juice. This kind of wording creates a false perception of absolute purity or exceptional quality, which may not align with the actual content of the product.

FSSAI further observed that consumers often base their choices on prominent front-label claims, ignoring the fine print and detailed ingredient information usually listed on the back of the package. This behaviour is frequently exploited through marketing tactics that emphasize aggressive and sometimes unverified claims.

Regulatory Framework and Violations

Citing sub-regulation 4(1) of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, FSSAI reiterated that all product claims must be truthful, clear, and not misleading. They should also enable consumers to accurately understand what the product contains.

Additionally, sub-regulation 10(7) of the same regulation prohibits any advertising or claims that distort consumer perception or unfairly disparage competing products. FSSAI pointed out that many ‘100%’ claims in the market fail to meet these conditions, potentially violating advertising norms and misleading the public.

What Has FSSAI Advised?

In a report by CNBC, FSSAI urged food manufacturers and marketers to refrain from using ‘100%’ in any form—whether on labels, in branding, or promotional content—unless the claim is verifiable and precisely defined.

The objective, the agency said, is to foster transparent communication, protect consumer rights, and ensure a level playing field for all players in the food industry. This advisory is also part of FSSAI’s broader commitment to combat misleading marketing practices and promote informed dietary choices among Indian consumers.

Issued in public interest.
This advisory is for general awareness and does not substitute legal or professional advice. Consumers are encouraged to read full product labels and consult health professionals if in doubt.