What is the New Crackdown About?
The Food Safety and Standards Authority of India (FSSAI) has intensified its enforcement against food companies making exaggerated or misleading claims on their product labels. This is not a new law but a stricter application of existing regulations,
specifically the Food Safety and Standards (Labelling and Display) Regulations, 2020, and the Advertising and Claims Regulations, 2018. These rules prohibit labels that are false or likely to create an erroneous impression about a product's true nature. The regulator has been issuing notices to numerous brands, forcing them to remove specific words and phrases from their packaging and advertising.
The Words Under Scrutiny
The primary targets are absolute claims that are difficult to substantiate. Terms like '100% Pure', '100% Natural', 'Fresh', and 'Healthy' are disappearing from shelves as the FSSAI challenges their usage. One of the most significant moves has been against the '100% fruit juice' claim on products made from concentrate. The FSSAI argued this is misleading when the main ingredient is often water, and has ordered companies to stop using the claim. Similarly, the regulator has gone after brands for using the term 'no added sugar' when the product contains sweeteners like date syrup or fruit concentrates. A recent order on August 3, 2026, explicitly prohibited FMCG giant Dabur from using '100%' claims on products like honey and ghee.
Why Now? The Push for Transparency
This regulatory push stems from growing concerns that many brands have been using health and wellness marketing to mislead consumers. With the health food market expanding rapidly, many new products have entered the market with bold claims that sometimes lack scientific backing. The FSSAI's actions are a response to this trend, aiming to ensure that any claim made on a package is truthful, scientifically substantiated, and not just marketing jargon. For instance, the regulator has flagged that a high percentage of digital ads for food products run afoul of advertising norms, indicating a widespread issue. This crackdown aims to bridge the gap between what a label promises and what the product actually delivers, giving consumers a clearer picture of what they are buying.
Impact on Consumers and Companies
For consumers, the immediate benefit is greater transparency. A label that says 'reconstituted juice' instead of '100% juice' provides more accurate information. It empowers shoppers to make genuinely informed choices rather than being swayed by buzzy but hollow marketing terms. For food companies, this means a significant operational shift. Many are already in the process of redesigning their packaging and updating online listings to comply with the directives. While this involves costs, it also levels the playing field, pushing the industry towards genuine innovation rather than just clever marketing. The penalty for non-compliance, such as for misbranding, can be a fine of up to Rs. 3 lakh under existing laws, giving companies a strong financial incentive to adhere to the rules.
