FSSAI bans 100% label claims

The Food Safety and Standards Authority of India (FSSAI) has officially barred food businesses from using the term “100%” on product packaging and promotional materials. The move, announced on 28 May 2024, aims to prevent potentially misleading claims that could confuse consumers and undermine regulatory clarity.

According to the FSSAI, the increasing use of “100%” in food marketing is ambiguous and lacks any defined legal basis under the Food Safety and Standards Act, 2006 or the related 2018 Advertising and Claims Regulations. The term is not referenced in existing rules and is therefore considered non-compliant.

The regulator cited Sub-regulations 4(1) and 10(7) of the 2018 guidelines, which state that all claims must be truthful, meaningful, and not mislead consumers. Furthermore, any advertising or labelling that distorts consumer perception or diminishes competitors' products is explicitly prohibited.

FSSAI noted that phrases like “100% pure” or “100% natural” can create a false impression of absolute purity or superiority, misleading consumers into assuming rival products are of lesser quality or non-compliant with safety standards.

Food business operators (FBOs) have now been instructed to immediately cease using the term “100%” in all forms of labelling and marketing. The directive was issued with the approval of the Competent Authority and is effective immediately.