FSSAI issues advisory against misleading use of “100%” on food labels and advertisements

India’s top food regulator, the Food Safety and Standards Authority of India (FSSAI), has issued a strict advisory asking food companies to stop using the term “100%” on product labels and promotional content. The advisory follows a growing trend where food brands are increasingly using the term to imply unmatched purity or superiority, potentially misleading consumers.

FSSAI clarified that “100%” is not a defined or regulated term under the Food Safety and Standards Act, 2006 or the Advertising and Claims Regulations of 2018. The regulator emphasized that the use of such claims could falsely suggest complete purity or superiority and may lead consumers to view competing products as substandard, even when they comply with all safety norms.

According to the 2018 regulations, food-related claims must be truthful, meaningful, and not misleading. Use of exaggerated or undefined terms like “100%” violates sub-regulations that prohibit deceptive marketing and ensure fair comparisons. The advisory also noted that such usage might unfairly influence consumer perception or harm competitive products in the market.

FSSAI has directed all Food Business Operators (FBOs) to immediately stop using the term in any form—whether on packaging, in advertisements, or other promotional materials. The Authority reiterated its commitment to protecting consumers through transparent, fair, and regulation-compliant labelling.