The Food Safety and Standards Authority of India (FSSAI) has banned the use of the term “100%” on food packaging and marketing, citing concerns that the phrase is undefined, misleading, and creates a false sense of product superiority.

Key highlights

Ban on misleading claims

• FSSAI issued an advisory asking all Food Business Operators (FBOs) to stop using “100%” in labels, ads, and promotional material.

• The regulator noted a growing misuse of the term on food products to imply absolute purity or superiority.

Regulatory gaps cited

• “100%” is not defined under the Food Safety and Standards Act, 2006 or the 2018 Advertising and Claims Regulations.

• Use of ambiguous or unsubstantiated claims is prohibited under Sub-regulations 4(1) and 10(7).

Consumer protection focus

• FSSAI warned that such terms may lead consumers to wrongly assume other products are inferior.

• The move is aimed at promoting transparency, fairness, and informed decision-making in food choices.

FSSAI’s directive marks a step toward curbing misleading advertising in the food industry. By eliminating vague terms like “100%,” the regulator aims to enhance consumer trust and ensure clarity in food labelling across India.