FSSAI warns against misleading “100%” claims on food labels

The Food Safety and Standards Authority of India (FSSAI) has advised food businesses to stop using the term “100%” on labels and advertisements, calling it undefined and potentially misleading. The regulator noted that such claims may falsely suggest absolute purity or superiority, violating advertising norms.

The Food Safety and Standards Authority of India (FSSAI) has issued a firm advisory cautioning food businesses against using the term “100%” on food labels, citing its potential to mislead consumers. The directive instructs all Food Business Operators (FBOs) to avoid using the term on packaging, labelling, and promotional content due to its ambiguity and the risk of misinterpretation within existing regulatory guidelines.

In its advisory issued on Thursday, FSSAI pointed to a growing trend in the use of “100%” in food marketing and labelling. The regulator stated that this terminology is not defined under the current Food Safety and Standards (Advertising and Claims) Regulations, 2018, or any provisions of the FSS Act, 2006. It further stressed that such claims can be misleading and create a false perception among consumers.

“Sub-regulation 10(7) of the aforementioned regulations strictly prohibits any advertisement or claim that undermines other manufacturers or influences consumer perception in a misleading manner.” The regulator added that under “Sub-regulation 4(1), it shall be ensured that the claims must be truthful, unambiguous, meaningful, not misleading and help consumers to comprehend the information provided.”

FSSAI clarified that the use of “100%”, either on its own or with additional descriptors, could imply absolute purity or superiority, which may cause consumers to believe that similar products on the market are inferior or non-compliant.

In light of these concerns, FSSAI has advised all FBOs to remove the term “100%” from all forms of product labelling and advertising. The Authority reiterated its commitment to promoting fairness and transparency in food labelling practices, aiming to safeguard consumer interests and support informed purchasing decisions.