The Food Safety and Standards Authority of India (FSSAI) has officially directed all Food Business Operators (FBOs) to discontinue the use of the term “100%” on food product labels, packaging, and advertising materials. In an advisory dated May 28, 2025, the authority flagged this terminology as vague, unregulated, and potentially deceptive under existing food laws.
FSSAI Issues Advisory Against “100%” Claims
FSSAI clarified that the term “100%” is not defined anywhere in the Food Safety and Standards Act, 2006, or in its associated rules and regulations. The Food Safety and Standards (Advertising and Claims) Regulations, 2018 also do not provide any legal backing for its use, making such claims outside the regulatory framework and prone to misinterpretation.
No Legal Term in Food Laws
According to the advisory, Sub-regulation 10(7) of the Advertising and Claims Regulations explicitly prohibits any form of advertisement that misleads consumers or unfairly criticizes other manufacturers. Using “100%” can create a perception of unmatched purity or superiority, misleading consumers into believing that rival products fall short of quality standards.
FBOs Directed to Remove “100%” From All Branding
The FSSAI highlighted that whether used alone or with other descriptive terms, “100%” could falsely suggest complete compliance, purity, or performance. Therefore, all FBOs have been advised to promptly eliminate the term from all food labels, packaging designs, digital content, and promotional campaigns.
Focus on Truthful Claims
Citing Sub-regulation 4(1), the FSSAI reiterated that all claims made by food businesses must be clear, truthful, and non-misleading. The authority stressed that promotional content should empower consumers with accurate information to make informed choices, instead of using vague or exaggerated marketing language.
Ensuring Market Fairness
Through this advisory, FSSAI aims to reinforce ethical advertising practices and ensure consumer protection from potentially deceptive terms. Food companies are expected to comply immediately to avoid legal consequences and to maintain trust and transparency in the marketplace.
Conclusion
FSSAI’s move to ban the use of “100%” is a step toward more honest, transparent, and responsible food advertising. Food businesses are now expected to rely on clear, factual information rather than vague marketing buzzwords. This change is set to improve consumer trust and create a level playing field across the food industry.
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