New Delhi: In a move to protect consumers from deceptive marketing, the Food Safety and Standards Authority of India (FSSAI) has issued a strong warning against the casual use of the term ‘100%’ on food packaging, advertisements, and labels. The regulator says the phrase is undefined in current food safety laws and often used in a vague or misleading manner to falsely imply unmatched purity or quality.
With the phrase “100%” becoming increasingly common on everything from juices to snacks, FSSAI is urging brands to stop using it unless they can clearly justify and substantiate such claims. Under the Food Safety and Standards (Advertising and Claims) Regulations, 2018 and the FSS Act, 2006, misleading claims are strictly prohibited.
FSSAI warns that ambiguous usage of “100%” may confuse consumers into believing a product is superior or entirely natural when it may not be. The agency is calling for greater transparency and honesty in food marketing and labeling, asking all manufacturers and advertisers to stick to clear, factual, and verifiable claims.
The move is seen as part of FSSAI’s ongoing efforts to build consumer trust and improve the integrity of food product communications in India.
