Why is the Central Consumer Protection Authority racking down on ‘100%’ claims on food products? | Explained

The Central Consumer Protection Authority (CCPA) is cracking down on "100%" claims made by food companies, arguing that such statements can deceive consumers into believing a product is entirely pure or composed of a certain ingredient when that may not be the case. The Food Safety and Standards Authority of India (FSSAI) has also urged food businesses to stop using "100%" claims on product labels and advertisements.

The authority's actions follow recent instances where companies like Mrs. Bectors Food Specialities and Storia Foods and Beverages were penalized for making misleading "100%" claims on their products. In Mrs. Bectors' case, the company marketed bread products as "100% Atta Bread" and "100% Whole Wheat Bread," but admitted that the bread contained only 87% whole wheat flour.

Similarly, Storia Foods marketed "100% Tender Coconut Water" and "100% Natural Tender Coconut Water," although the ingredient list showed that the product only contained 9.6% coconut water concentrate. The CCPA found that the prominent "100%" claim in these cases could mislead consumers into thinking the products were entirely made from the stated ingredients.

The authority emphasized that "100%" is an exact numerical expression that should not be used loosely. It also noted that prominent claims on packaging and advertisements can create a misleading impression, even if detailed ingredient lists are provided. The FSSAI has advised food businesses not to use "100%" claims on product labels due to the lack of a defined meaning under existing regulations.

This approach highlights that the presentation of a product, including product names, claims, images, and disclaimers, can also be subject to consumer protection laws.