FSSAI directs food business operators not use ‘100 percent’ claims in food labelling and promotions, issues advisory

The Food Safety and Standards Authority of India (FSSAI) has raised a red flag over the increasing use of the phrase “100%” in food-related branding, warning that it may deceive consumers.

In a recent advisory, the country’s top food safety body instructed all Food Business Operators (FBOs) to avoid using the term on product packaging, labels, or advertisements.

 According to FSSAI, the phrase lacks a clear definition in existing guidelines and can easily be misinterpreted, leading to unrealistic consumer expectations. The advisory, issued recently, noted a growing trend in the indiscriminate use of “100%” claims, prompting the regulator to act in the interest of transparent and honest food labelling.

What Rules Say?

As per the Food Safety and Standards (Advertising and Claims) Regulations, 2018, the term "100%" is not defined or referenced in any manner under the FSS Act, 2006, or the Rules and Regulations made there under.

Furthermore, the Sub-regulation 10(7) of the aforementioned regulations strictly prohibits any advertisement or claim that undermines other manufacturers or influences consumer perception in a misleading manner and as per Sub-regulation 4(1) it shall be ensured that the Claims must be truthful, unambiguous, meaningful, not misleading and help consumers to comprehend the information provided.

The use of the term “100%”—whether in isolation or combined with other descriptors—is likely to create a false impression of absolute purity or superiority. This could mislead consumers into believing that other comparable products in the market are inferior or non-compliant with regulatory standards.

 In view of these concerns, all FBOs have been advised to not use the term “100%” on food product labels, packaging, and any form of promotional content.