FSSAI Calls Out Misleading “100%” Claims — Will Brands Comply?

On 25th May 2025, FSSAI has advised Food Business Operators (FBO) to stop using the term “100%” on product labels and ads, calling it ambiguous and potentially misleading under current regulations.

Under the Food Safety and Standards Act, 2006, an FBO refers to:

"Any person or entity engaged in the manufacture, processing, packaging, storage, transportation, distribution, or sale of food."

According to FSSAI, “100%” is not defined under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, and its use can be ambiguous and misleading. The regulator notes that such claims may create a false impression of absolute purity or superiority over other products. Hence, food businesses are required to ensure that all claims remain truthful, clear, and not misleading.

Meanwhile, the Open Food Facts database of packaged food products shows that several products — from fruit juices and whole wheat flour to atta bread and protein powders — continue to carry “100%” claims on their labels.

The next time you come across one, it’s worth asking whether the brand is truly adhering to FSSAI advisories — and how that reflects on its transparency and trustworthiness.