Notification/Circular No.- RCD-02001/133/2024-Regulatory-FSSAI dated May 29,2025
Applicable Act/Rule-Food Safety and Standards Act, 2006
Food Safety and Standards (Advertising and Claims) Regulations, 2018
Applicable Section/Rule-Regulation 4(1) and 10(7) of the FSS (Advertising and Claims) Regulations, 2018
FSSAI has observed an increasing trend of food businesses using the term “100%” on labels and advertisements. This term is not defined under any current food law and may mislead consumers by suggesting absolute purity or superiority, contrary to regulatory intent.
The Food Safety and Standards Authority of India (FSSAI) has clarified that the term “100%” is not defined under the FSS Act, 2006 or its allied rules and regulations.
As per Regulation 4(1) of the FSS (Advertising and Claims) Regulations, 2018, all claims made by food businesses must be truthful, unambiguous, meaningful, and not misleading.
Regulation 10(7) prohibits misleading or disparaging claims. Terms like “100% pure” or “100% safe” can wrongly suggest absolute quality or superiority. FSSAI has instructed all FBOs to cease using “100%” on labels, packaging, and advertisements across all media.
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