Food regulator label, warns against using 100% on the package: Why is here
India’s top food security regulators warns against the use of ‘100%’ claims on food packaging. This advisory highlights legal risks and aims to prevent misleading advertisements in the market.
In short
- FSSAI notes increase ‘100%’ claims in food products
- There is a shortage of ‘100%’ under FSS laws
- Such claims can confuse consumers about the quality of the product
India’s top Food Safety Authority has released a strong advisory food businesses against using the term “100%” on packaging, labels and advertisements, it is potentially misleading and legally called non-non-transportation.
The Food Safety and Standards Authority of India (FSSAI) announced on Thursday that its use “100%” saw a noticeable increase in food products in the market.
However, this expression has not been defined under the Food Safety and Standards (FSS) Acts, rules, or regulations, and its use may give consumers to the wrong effect of full purity, quality, or superiority.
The regulator explained that as using words “100%” or similar full claims can confuse consumers to assume that other comparable products are of low quality or non-non-transportation with food safety standards.
Such language, although appeals in marketing, does not align with the statutory requirements of FSSAI rules.
Advisor warns that “100%” can be used for wrong advertising until the word is not particularly defined and is supported by evidence under existing laws.
FSSAI has called for two specific provisions from Food Safety and Standards (Advertising and Classes) Regulations, 2018: Sub-Vinology 4 (1), stating that all claims made on food labels or advertisements should not be true, vague, misleading, and should help consumers to make informed options.
Sub-regulation 10 (7): Restricates any claim or advertisement that weakens other products or misleads consumer perception.
FSSAI emphasized that any numerical or absolute term, especially without giving a definition, violates these provisions by showing ambiguity.
The advisor follows the first stand of FSSAI before the Delhi High Court, where it was said that the description of fruit juice is not legally acceptable as “100% fruit juice” and forms a misleading marketing exercise.
In his affidavit presented in response to a petition by Dabur in June 2024, the Food Security Body maintained the expressions. The “100%” falls out of the legal framework and lacks any statutory support, making such claims illegal under current food rules.
