In a significant development aimed at ensuring transparent food labeling practices in India, the Food Safety and Standards Authority of India (FSSAI) has issued a directive advising all Food Business Operators (FBOs) to stop the use of the term “100%” across product labels, packaging, and all forms of promotional content.
The move comes amid growing concerns over the misleading nature of the term 100%, which lacks regulatory definition under FSSAI. This directive is a critical step towards protecting the consumers rights against the marketing standards.
FSSAI regulation on 100% terms for food label
FSSAI bases its decision on a comprehensive review of food product labeling trends and marketing communications. The authority has observed a consistent rise in the use of terms such as “100% Pure,” “100% Natural,” and “100% Safe” by food brands.
While such terminology may appear credible, it lacks regulatory grounding and, more importantly. It may mislead consumers by suggesting a level of purity which is not substantiated by verifiable standards.
The term “100%” is currently undefined under the Food Safety and Standards Act, 2006, as well as under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. Without a specific legal basis, the use of such claims falls outside the scope of acceptable advertising practices defined by FSSAI.
FSSAI has emphasized that such vague descriptors can skew consumer perception and may discredit comparable products in the market that adhere to the legal norms.
Provisions Under the FSS Act and Advertising Regulations
The regulatory framework established under the FSS (Advertising and Claims) Regulations, 2018 outlines the standards on non-misleading claims in food marketing. According to Sub-regulation 4(1):
“Claims must be truthful, unambiguous, meaningful, not misleading, and should assist consumers in understanding the information provided.”
Additionally, Sub-regulation 10(7) prohibits any advertisement or claim that misrepresents a product or sidewise disparages competitors. The use of “100%” without scientific validation conflicts with these provisions, as it creates a false sense of purity or safety attributes.
So, this latest directive of FSSAI’s mandate to ensure fair commercial practices and uphold the integrity of information presented to consumers.
Implications for Food Business Operators (FBOs)
This regulatory advisory carries immediate implications for FBOs across the supply chain, including manufacturers, marketers, packagers, and advertisers. The term “100%,” whether used independent or alongside other descriptors, is now advised against for use in:
- Packaging and product labels
- Television, print, and digital advertisements
- Social media marketing materials
- Point-of-sale and in-store promotions
Review and Rectification Recommended for food labels
FBOs should review all existing product communication channels and start necessary revisions. Packaging inventories, marketing collateral, and ongoing campaigns should be evaluated to identify non-compliance.
Furthermore, brands must realign their internal communication, legal, and marketing departments with this new advisory to ensure regulatory coherence.
Action Points for Stakeholders
To comply with FSSAI’s advisory, the following actions are recommended for FBOs and allied stakeholders:
- Conduct a Food label compliance Audit: Review all current and upcoming packaging designs for the use of “100%” or similar terminology. For this, regulatory experts can help with your food label review and regulatory compliance, feel free to reach out to us
- Amend Marketing Assets: Update or remove any content digital, print, or media that features non-compliant language.
- Update Compliance Frameworks: Revise brand guidelines, content approval protocols, and vendor contracts to align with regulatory expectations.
- Educate and Train Internal Teams: Sensitize marketing, product development, and legal teams on acceptable claims as defined by FSSAI.
Conclusion
FSSAI’s directive to stop the use of “100%” on food label and advertising represents a critical step in the food labeling standards in India. It reflects a clear move toward more transparent, verifiable, and fair marketing practices that focus on consumer awareness over unregulated brand language.
As regulatory scrutiny increases, businesses must align with such guidelines to maintain consumer trust, avoid legal complications, and contribute to a more transparent food ecosystem.
To read the FSSAI notification, click here
Want to stay updated on the latest food safety updates and FSSAI actions? Download the myFSSAI app to receive real-time notifications, regulatory updates, and enforcement news—all in one place.