The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh on Britannia Industries Ltd for misleading advertisements that described its bread as “100% Whole Wheat Bread”, although the product contained only 62% wheat flour. In its order dated October 22, the CCPA directed the company to immediately discontinue the advertisement across print, electronic, and social media. It also instructed Britannia to submit a compliance report within 15 days.

The authority initiated suo motu proceedings after noticing that the product packaging declared a wheat content of 62%, contradicting the “100%” claim in its advertisements. According to the order, the remaining 38% comprised other ingredients, including rice bran.

FSSAI Regulations on Food Advertising Claims

During the investigation, the CCPA examined the company’s claims under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The authority noted that these regulations do not provide for using the prefix “100%” before the term “whole wheat”.

The CCPA observed that the claim could mislead consumers into believing that the bread consisted entirely of whole wheat flour, without any additional ingredients. It rejected Britannia’s argument that the wording was intended merely to communicate the product’s wholesomeness. The authority concluded that the claims constituted misleading advertisements and an unfair trade practice under the Consumer Protection Act, 2019, affecting consumers as a class.

Action Against Misleading Food Claims

The CCPA held that food advertisements must accurately represent a product’s composition and characteristics. Using absolute claims such as “100%” without adequate justification can create false impressions about ingredients and mislead consumers. The penalty and discontinuation order underline the importance of truthful food labelling and advertising. Food businesses must ensure that promotional claims accurately reflect product composition and comply with applicable food safety and consumer protection regulations.