Strict Warning from FSSAI: Misuse of ‘100%’ on Labels Will Attract Action.

New Delhi, May 30, 2025 – The Food Safety and Standards Authority of India (FSSAI), in a notification dated May 30, 2025, has issued an official advisory cautioning food business operators (FBOs) against the use of expressions such as “100%” on product labels and advertisements, unless such claims are substantiated and in strict compliance with applicable regulatory provisions.

The FSSAI has categorically stated that the term “100%” is not defined or recognized under the Food Safety and Standards Act, 2006 (hereinafter “the Act”) or the Food Safety and Standards (Advertising and Claims) Regulations, 2018 (hereinafter “the 2018 Regulations”). Consequently, the usage of such terminology in labeling or promotional material may amount to a misleading claim under Rule 4 of the 2018 Regulations, which explicitly prohibits any statement that misleads or deceives the consumer regarding the nature, quality, or substance of the food product.

The regulatory body further emphasized that such claims are capable of inducing an erroneous belief in the mind of an average consumer, particularly in cases involving beverages marketed as '100% juice.' FSSAI noted that numerous such products are reconstituted from fruit concentrates diluted with water and do not contain fresh, unprocessed juice. In these instances, the representation of the product as “100% juice” is potentially deceptive and violates the principles of fair labeling and advertising.

FSSAI underscored that misleading representations not only distort fair market competition but also undermine consumer autonomy and informed choice, thereby contravening the objectives laid out in Section 18 of the Act, which mandates that food labeling and advertisements shall not be false, misleading, or deceptive.

The Authority has directed all FBOs to immediately review and revise their product labels and promotional content to ensure conformity with the Act and the 2018 Regulations. Any continued use of unsubstantiated “100%” claims may attract regulatory action, including penalties and prosecution under Sections 52 and 53 of the Act, which pertain to misbranding and misleading advertisements respectively.

In light of the above, FBOs are advised to refrain from using absolutist or unqualified terminology unless supported by verifiable data and in accordance with standards prescribed under the food safety regulations. The notice serves as a clear reiteration of FSSAI’s commitment to safeguarding public health and ensuring truthful, transparent commercial communication within the food industry.