The Clampdown on Misleading Claims
The Food Safety and Standards Authority of India (FSSAI) has intensified its efforts to ensure that what you see on a food label is what you get. In a recent and significant move, the regulator has been targeting brands making ambiguous and unverifiable
claims like "100% pure", "100% natural", or "100% original". This action is part of a broader push to enforce the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which prohibit claims that mislead consumers. The FSSAI's recent orders against major companies send a clear signal: the era of vague marketing promises is coming to an end, and scientifically substantiated information is becoming mandatory. This crackdown protects consumer interests and aims to create a more transparent food ecosystem where trust is built on facts, not just clever marketing.
What 'Fresh' and 'Natural' Really Mean
One of the primary areas of focus for the FSSAI is the use of terms that imply a product is healthier or more pristine than it actually is. The regulator has been working to legally define terms like "minimally processed" to stop manufacturers from mislabelling products as "fresh" or "raw". According to the rules, a claim like "fresh" is generally not permitted for foods that have been processed in any way. For example, a juice made from concentrate cannot be called "fresh juice." Similarly, claims like "natural" are only allowed if the product has undergone no processing beyond what would occur in a domestic kitchen. The term "100%" is particularly problematic and has been targeted by the regulator, as it is often ambiguous and difficult to verify, potentially misleading consumers about a product's composition or quality. For instance, a product made of multiple ingredients cannot be called "100% pure" as it is inherently a compound food.
Your Essential Label-Checking Guide
Navigating the supermarket aisle is now easier with these empowered guidelines. When you pick up a packaged food item, make it a habit to perform these quick checks to ensure you're not being misled by marketing jargon. First, always look for the mandatory 14-digit FSSAI license number and logo, which confirms the business is registered with the food authority. Next, scrutinise the manufacturing and expiry dates. The FSSAI mandates a 'Best Before' date, which indicates when the product's quality might start to diminish, and a 'Use-By' or 'Expiry' date for when it is no longer safe to consume. Products with a shelf life of less than three months must display the full date, month, and year of manufacture. This simple check is your first line of defense against old or unsafe products.
Decoding the Ingredient List
The list of ingredients is your most powerful tool. By law, ingredients must be listed in descending order by weight. The ingredient that makes up the most of the product is listed first. Pay close attention to this list, especially for sugars, salts, and fats. Often, these are disguised under different names. Also, look for the declaration of food additives and any potential allergens, which must be clearly stated. For vegetarian or non-vegetarian products, look for the mandatory green dot or brown dot symbol, respectively. This small symbol provides an immediate, clear dietary classification. Another key aspect is the nutritional information panel, which details energy (calories), protein, carbohydrates, and fat per 100g or 100ml of the product, empowering you to make healthier comparisons between products.
The Future of Food Labels in India
The regulatory landscape for food labelling in India is continuously evolving. The FSSAI is not just stopping at clarifying existing terms; it's also introducing new frameworks to improve transparency. This includes a push for stricter packaging norms and better traceability through batch numbers. There are also proposals for Front-of-Pack Labelling (FoPL) systems, like the Indian Nutrition Rating (INR), which would use a star-rating to indicate how healthy a product is at a glance. While this is being phased in, the current focus remains on eliminating misleading claims and ensuring all mandatory information is present and legible. These changes signify a major step towards empowering consumers and holding food businesses accountable for their promises.
