The Food Safety and Standards Authority of India (FSSAI) has asked food and beverage companies to remove the term “100 per cent” from their labels, packaging and promotional material. The Authority said the usage of this term could give a “false sense of absolute purity or superiority” to consumers.
In an advisory, the Authority said it has observed a growing trend of use of “100 per cent” on food labels and across various promotional platforms. “ This terminology is ambiguous, misleading in the current regulatory framework and is prone to misinterpretation,” it stated.
It pointed out that under the Food Safety and Standards ( Advertising and Claims) Regulations, 2018, the term “100 per cent” is not defined or referenced in any manner.
“ The usage of the term “100 per cent” —–in isolation or conjunction with other descriptors—is likely to convey a false sense of purity or superiority, potentially leading consumers to believe the competing products in the market do not comply with the prescribed standards,” FSSAI stated.
“Therefore all food business operators are advised to discontinue the usage of the term “ 100 per cent” on food product labels, packaging and promotional content,” it added.
The Authority also said the advertising and claims regulations strictly prohibit any advertisements or claims that undermines competing manufacturers or influences consumer perception in a misleading manner. FSSAI reiterated that the FBO must ensure their claims are truthful, unambiguous and help consumers comprehend the information provided clearly.
Last year, the Authority had directed companies to remove to remove any claim of ‘100 per cent fruit juices’ from the labels and advertisements of reconstituted fruit juices with an immediate effect. This directive has been legally challenged and before the court.
Published on May 29, 2025
