FSSAI Warns Use of Misleading “100%” Claims on Food Ads & Labels

India’s food safety authority, FSSAI has directed food companies to stop using “100%” on product packaging, labels, and advertisements.

FSSAI noticed a sharp rise in the use of “100%” in recent times and said that, as per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, terms used in food marketing must be truthful and not mislead consumers. The regulations prohibit ads that undermine others or distort perception.

FSSAI clarified that “100%” is not clearly defined under food safety laws and can confuse people by creating a false sense of purity or superiority, and its use may violate fair marketing practices.