FSSAI Issues Warning Against Misleading '100 Percent' Food Labels
FSSAI's Advisory on Food Labeling
New Delhi, May 30: The Food Safety and Standards Authority of India (FSSAI) has released a significant advisory urging food manufacturers to avoid using the phrase "100 per cent" on product labels. This recommendation stems from concerns that such terminology could mislead consumers.
The advisory emphasizes that food businesses should refrain from including this term on labels, packaging, and marketing materials due to its vague nature and potential for misinterpretation under current regulations.
FSSAI noted a marked increase in the usage of "100 per cent" on food product labels and promotional materials, which is not clearly defined in existing regulations and could create misleading impressions among consumers.
According to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term "100 per cent" lacks any formal definition in the Food Safety Act of 2006 or its associated rules.
Moreover, Sub-regulation 10(7) of these regulations explicitly forbids any advertising or claims that could undermine other manufacturers or mislead consumer perceptions. Sub-regulation 4(1) mandates that claims must be truthful, clear, and not misleading, ensuring consumers can accurately understand the information provided.
The use of "100 per cent"—whether alone or with other descriptors—can create a false sense of absolute purity or superiority, potentially leading consumers to believe that competing products are inferior or do not meet regulatory standards.
In June 2024, the FSSAI had previously instructed food businesses to eliminate claims like "100 per cent fruit juices" from labels and advertisements.
Earlier in April, the FSSAI informed the Delhi High Court that FMCG company Dabur's assertion that its fruit beverages are made from "100 per cent" fruits breaches regulations and misleads consumers. A writ petition challenged Dabur's claim, highlighting that the juices contain water and fruit concentrates, and that the term "100 per cent" is not recognized for food products.
--News Media