Standards Authority of India (FSSAI) has issued an advisory on May 28, 2025, advising food business operators (FBOs) to discontinue using the term "100%" on food labels, packaging, and promotions. The term is not defined in existing regulations and may mislead consumers about product purity or superiority. This move ensures truthful, clear, and fair advertising in compliance with food safety standards.
The Food Safety and Standards Authority of India (FSSAI) has issued a new advisory concerning the use of the term "100%" on food product labels, packaging, and promotional materials. Effective from May 28, 2025, food business operators (FBOs) are advised to discontinue its usage due to concerns about misleading consumer perception and regulatory ambiguity.
Key points: -
- The term "100%" is not defined under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, or any related provisions of the FSS Act, 2006.
- The isolated or combined use of "100%" with other descriptors may falsely imply absolute purity or superiority, potentially misleading consumers.
- Sub-regulation 10(7) prohibits advertisements or claims that create unfair comparisons, and Sub-regulation 4(1) mandates that claims be truthful, clear, and meaningful. Therefore, FBOs must ensure compliance by removing the term "100%" from food product labels, packaging, and advertisements