New Delhi: The Food Safety and Standards Authority of India (FSSAI) has issued a fresh advisory cautioning food businesses against the use of the term ‘100%’ on product labels, packaging, and advertisements.
The regulator said such claims lack legal definition and could mislead consumers about product quality and purity.
In the advisory, FSSAI noted a rising trend among food companies using ‘100%’ in their branding, even though the term is not defined under the Food Safety and Standards (FSS) Act, 2006.
“The usage of the term ‘100%’ either alone or along with other words is likely to convey a false sense of absolute purity or superiority. It may mislead consumers into believing that other products in the same category are inferior or non-compliant with standards,” the advisory said.
The move comes amid growing scrutiny of food marketing practices and is seen as part of the regulator’s efforts to curb misleading claims in India’s packaged food sector.
FSSAI Asks FBOs to not use ‘100%’ Claims in Food Labelling and Promotions; Flags Term as Potentially Misleading for Consumers. FSSAI highlighted a noticeable surge in the use of the term “100%” across food product labels and promotional platforms. #FSSAIAdvisory #FSSAILabel pic.twitter.com/b6imsqfdG5
— FSSAI (@fssaiindia) May 30, 2025
The advisory is also aligned with FSSAI’s stance in an ongoing case before the Delhi High Court, where the authority has challenged the use of ‘100% fruit juice’ on reconstituted juice labels.
The legal dispute stems from a plea filed by Dabur India Ltd, which has contested FSSAI’s prohibition on the term ‘100%’ about reconstituted juices.
Dabur argued that the restriction misrepresents the FSS (Food Products Standards and Food Additives) Regulations, 2011, and the FSS (Advertising and Claims) Regulations, 2018.
The matter is currently under judicial consideration, but FSSAI’s advisory reinforces its regulatory position and urges food companies to steer clear of undefined and unverifiable claims.
The regulator has reiterated that all food businesses must comply with prescribed labeling and advertising norms under the FSS Act, warning that non-compliance could attract penal action.
