The Food Safety and Standards Authority of India (hereinafter referred as “FSSAI”), vide an advisory, dated May 28 2025, directs to discontinue the usage of “100%” claims on food labels, packaging, advertisements and other promotional materials.
Why did FSSAI issue this Advisory?
FSSAI found a noticeable rise in the usage of the term “100%” claims, which are not defined under the Food Safety and Standards Act, 2006(hereinafter referred to as the “Act”) or the regulations thereunder.
FSSAI specifies that such terms can mislead consumers into believing a product is absolutely and completely pure or superior, potentially undermining other products and violating fair advertising standards.
What does the Law say?
According to Regulation 10(7) and 4(1) under the Food Safety and Standards (Advertising and Claims) Regulations, 2018 (hereinafter referred to as the “Regulation”), all claims must be true, unambiguous, meaningful, not misleading and help consumers to understand the information provided.
As the term “100%” is not defined anywhere in the Act, rules or regulations, it makes such claims ambiguous and potentially deceptive.
What should food business operators do now?
Discontinue the usage of “100%” on all labels, packaging, advertisement and other promotional materials.
Review all marketing and advertising content used in your business to ensure full compliance with FSSAI’s laws.
Educate marketing and compliance teams on the latest regulations to prevent any violations of the statutory requirements.
What is the consequence of non-compliance?
Non-compliance can attract several consequences, including product recall, penalties, suspension or cancellation of licenses, and reputational damage. It can also lead to consumer complaints and legal proceedings, ultimately affecting business continuity and losing market trust. Therefore, it’s crucial for food businesses to stay updated on current regulatory requirements and promptly update their labelling and advertising practices to stay risk-free
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