Should Food Companies Use the '100%' Claim in Labelling and Promotions?
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Synopsis
The FSSAI issues a critical warning to food companies, urging them to cease the use of the misleading term '100 per cent' in labeling and marketing. This advisory aims to protect consumers from false impressions regarding food purity and quality.
Key Takeaways
- FSSAI prohibits the use of '100%' in food labeling.
- Misleading claims can confuse consumers.
- Regulatory clarity is vital for food safety.
- Transparency in labeling builds consumer trust.
- Advisories aim to ensure informed consumer choices.
New Delhi, May 30 (NationPress) The Food Safety and Standards Authority of India (FSSAI) has issued a stern advisory to food manufacturers, discouraging the use of the phrase '100 per cent' in food labels, due to its potential to mislead consumers. The advisory states, “Avoid using this term on food packaging and promotional materials because of its ambiguity and likelihood of misinterpretation within the current regulatory framework.”
The apex food authority noted a significant increase in the usage of '100' across various food product labels and marketing platforms.
According to the FSSAI, “Such terminology is undefined in existing regulations and can create a false impression among consumers.”
In accordance with the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term '100 per cent' is neither defined nor referenced in the FSS Act, 2006, or its associated rules and regulations.
Moreover, Sub-regulation 10(7) of these regulations explicitly forbids any advertisement or claim that diminishes other manufacturers or misleadingly alters consumer perception. Sub-regulation 4(1) mandates that claims must be truthful, clear, meaningful, and not misleading, ensuring consumers can easily understand the information presented, according to the FSSAI.
The use of the term '100 per cent'—whether used alone or in conjunction with other descriptors—could create an erroneous perception of absolute purity or superiority.
This could mislead consumers into thinking that other comparable products are inferior or non-compliant with regulatory standards, the food regulatory body cautioned.
In June 2024, the food regulator had directed food businesses to remove claims such as '100 per cent fruit juices' from the labels and advertisements of fruit juices.
Previously, in April, the FSSAI alerted the Delhi High Court that the claim made by FMCG leader Dabur regarding its line of fruit beverages being '100 per cent' made from fruits violated regulations and was misleading for consumers.
The writ petition contested Dabur's claim, asserting that the juices contain water and fruit concentrates, and highlighted that the term '100 per cent' is not recognized for food products.
Point of View
It's crucial to emphasize that the FSSAI's advisory serves as a reminder of the importance of transparency in food labeling. Consumers deserve clear and accurate information to make informed choices about their nutrition. Upholding these standards is vital for trust in food systems across the nation.
NationPress
21/07/2025
Frequently Asked Questions
Why is the term '100%' misleading?
The term '100%' is not defined in food regulations, which could lead consumers to mistakenly believe that the products are absolutely pure or superior.
What regulations govern food labeling in India?
Food labeling in India is governed by the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which requires all claims to be truthful and not misleading.
What action has the FSSAI taken against misleading claims?
The FSSAI has directed food businesses to remove misleading claims like '100 per cent fruit juices' from packaging and advertisements.
How does this advisory affect consumers?
This advisory aims to protect consumers by ensuring that they receive accurate information about the products they purchase, preventing misconceptions.
What should consumers look for instead of '100%' labels?
Consumers should look for clear ingredient lists and claims that are well-defined and comply with food safety regulations.
