Food Manifest 
Regulator Orders Immediate Removal of Misleading Claims
FSSAI has officially directed all Food Business Operators (FBOs) to stop using the term “100%” and similar absolute claims on food labels, packaging, and promotional materials. In its May 28, 2025 advisory, the authority flagged these terms as vague, unregulated, and potentially misleading under Indian food laws.
No Legal Backing for ‘100%’ in Food Regulations
FSSAI clarified that the Food Safety and Standards Act, 2006, and its related rules, including the Advertising and Claims Regulations of 2018, do not define the term “100%.” The regulator warned that food companies using such claims falsely suggest complete purity, performance, or compliance, which misleads consumers and unfairly discredits competing products. In its advisory, FSSAI cited Sub-regulation 10(7), which prohibits advertisements that create unrealistic expectations or unfairly target competitors. The authority emphasized that terms like “100%” lie outside the legal framework and could deceive consumers by implying unmatched quality.
FBOs Must Act Immediately
FSSAI has instructed all Food Business Operators (FBOs) to promptly remove “100%” claims—whether used alone or with other descriptors—from their branding, including digital content and physical packaging. Through this directive, FSSAI aims to ensure that food companies base their product claims on verifiable facts rather than vague or exaggerated marketing language. Reiterating Sub-regulation 4(1), FSSAI stressed that food businesses must present clear, truthful, and non-misleading claims. The authority wants companies to empower consumers with accurate information that enables informed choices, not confuse them with empty buzzwords. By enforcing this, FSSAI is promoting fair, fact-based marketing to build consumer trust.
Towards Market Fairness and Consumer Trust
FSSAI’s crackdown is part of a broader push to uphold ethical marketing in the food industry. Companies failing to comply risk penalties, product recalls, or legal action. The regulator encourages consumers to remain vigilant and avoid falling for absolute purity claims that have no scientific or regulatory basis.
Source: The Economic Times
