Furthermore, Sub-regulation 10(7) of the aforementioned regulations explicitly prohibits any advertisement or claim that disparages other manufacturers or misleads consumers. As per Sub-regulation 4(1), all claims must be truthful, unambiguous, meaningful, not misleading, and should help consumers understand the information provided.The FSSAI noted that the use of the term “100%” whether on its own or in combination with other descriptors is likely to falsely suggest absolute purity or superiority. “This could mislead consumers into believing that other comparable products available in the market are inferior or non-compliant with regulatory standards,” the statement said.In light of these concerns, all FBOs have been advised to avoid the use of “100%” on food product labels, packaging, and any form of promotional content.The FSSAI reiterated its commitment to ensuring transparency and fairness in food labelling to safeguard consumer interests and promote informed decision-making.
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