In its official communication, FSSAI highlighted a growing trend among food manufacturers using the term “100%” in marketing to suggest unmatched quality. The Authority warned that this could create a false impression and unfairly influence consumer perception, potentially suggesting that other comparable products are inferior or non-compliant.

The advisory underscores that the term “100%” is neither defined nor permitted under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, or the Food Safety and Standards Act, 2006. Sub-regulation 10(7) specifically prohibits claims that disparage other products or mislead consumers, while Sub-regulation 4(1) mandates that all marketing claims be truthful, clear, and non-deceptive.

FSSAI has directed all food business operators to refrain from using the term “100%” in any form of labelling or advertising. The advisory forms part of the Authority’s broader mission to enhance transparency in food marketing and ensure that consumers are empowered to make informed and safe choices.

The regulator reaffirmed its commitment to upholding the integrity of food labelling practices in India, calling on the industry to align with regulatory standards and prioritize consumer trust.

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