India's Food Safety and Standards Authority of India (FSSAI) has ordered several food companies to stop using "100%" claims on product labels [1].
The move targets the use of absolute terms like "100% pure" or "100% vegan," which the regulator said can mislead consumers about the actual composition of food products.
The FSSAI issued prohibition orders to six food business operators [2]. These companies include Dabur India Ltd, Bond Biscuits Pvt Ltd, Emami Ltd, Zuha Foods, Amway India Enterprises, Master Chao Foods Pvt Ltd, and Atlas India [1]. The regulator posted the order on its official social-media channels on Monday, July 30, 2023 [1, 2].
Under the Food Safety and Standards (Packaging and Labelling) Regulations, 2011, the authority said that such claims are prohibited because they can distort a consumer's understanding of purity [1, 2]. The crackdown specifically impacts a range of Dabur products, including honey, ghee, edible oils, coconut oil, and apple cider vinegar [3].
While the order targets multiple operators, the regulator focused heavily on Dabur India Ltd regarding the prohibition of these claims across its product line [1, 3]. Other affected companies, such as Bond Biscuits and Emami, have reportedly taken corrective action to align with the regulations [4].
The FSSAI directed the operators to remove the misleading terminology from all packaging, labels, and promotional materials. This regulatory action applies nationwide, ensuring that food businesses across India adhere to the 2011 labelling standards [1, 3].
“FSSAI has ordered several food companies to stop using '100%' claims on product labels.”
This enforcement signals a stricter approach by Indian regulators toward 'clean label' marketing. By banning absolute claims like '100% pure,' the FSSAI is narrowing the gap between marketing language and scientific composition, forcing companies to provide verifiable data rather than superlative descriptors to attract consumers.
