The Meals Security and Requirements Authority of India (FSSAI) has requested meals and beverage corporations to take away the time period “100 per cent” from their labels, packaging and promotional materials. The Authority stated the utilization of this time period might give a “false sense of absolute purity or superiority” to customers.
In an advisory, the Authority stated it has noticed a rising pattern of use of “100 per cent” on meals labels and throughout numerous promotional platforms. “ This terminology is ambiguous, deceptive within the present regulatory framework and is liable to misinterpretation,” it acknowledged.
It identified that below the Meals Security and Requirements ( Promoting and Claims) Laws, 2018, the time period “100 per cent” will not be outlined or referenced in any method.
“ The utilization of the time period “100 per cent” —–in isolation or conjunction with different descriptors—is prone to convey a false sense of purity or superiority, doubtlessly main customers to consider the competing merchandise out there don’t adjust to the prescribed requirements,” FSSAI acknowledged.
“Subsequently all meals enterprise operators are suggested to discontinue the utilization of the time period “ 100 per cent” on meals product labels, packaging and promotional content material,” it added.
The Authority additionally stated the promoting and claims rules strictly prohibit any ads or claims that undermines competing producers or influences shopper notion in a deceptive method. FSSAI reiterated that the FBO should guarantee their claims are truthful, unambiguous and assist customers comprehend the data supplied clearly.
Final 12 months, the Authority had directed corporations to take away to take away any declare of ‘100 per cent fruit juices’ from the labels and ads of reconstituted fruit juices with a right away impact. This directive has been legally challenged and earlier than the courtroom.
Printed on Might 29, 2025
