The War on Misleading Words
The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of how food and beverage companies talk to consumers. In recent months, the regulator has targeted brands for using terms like “100% Pure,” “Natural,” and “Healthy”
without sufficient proof. This crackdown expanded in August 2026 when FSSAI ordered Dabur to stop using “100%” claims on products like honey and coconut milk, stating they were ambiguous and likely to mislead shoppers. This follows a pattern of action against numerous companies, from cooking oils to energy drinks, signalling a new era of accountability in India’s booming packaged food market. The core issue is that while many claims may be technically compliant with older rules, the FSSAI is now enforcing the spirit of its 2018 Advertising and Claims Regulations, which demand that labels are truthful and scientifically substantiated.
From ‘Fresh’ to Protein Promises
The headline-grabbing scrutiny of broad health claims is now shining a light on more specific, and often more confusing, labels—particularly “high-protein.” As Indians become more health-conscious, the demand for protein-fortified products has exploded. However, a troubling study revealed that nearly 70% of 36 popular protein supplements sold in India were mislabelled, containing significantly less protein than advertised. Some products were also found to contain toxins and heavy metals. This isn't just limited to specialised supplements. Everyday products from biscuits to beverages are now marketed with protein claims. FSSAI has clear rules: for a solid food to be called “high in protein,” it must contain at least 12 grams of protein per 100 grams. For liquids, the threshold is 6 grams per 100 ml. The problem is that many products either don't meet this threshold or use technicalities to appear healthier than they are.
How Companies Bend the Truth
Food marketers have several tricks up their sleeves. One of the most common is the “serving size” trap. A packet of biscuits might display a modest calorie count, but this is often for a serving of just two or three biscuits, a portion far smaller than what most people actually consume. Another tactic is highlighting a trendy ingredient on the front of the pack, even if it’s present in minuscule quantities. The real story is always in the ingredients list on the back, which is presented in descending order of weight. If sugar, salt, or refined flour (maida) are among the top three ingredients, the product is likely not as healthy as its front-of-pack claims suggest. Some brands have also been flagged for creating misleading brand names, such as using the word “Healthy” in the product title, which FSSAI has challenged as a violation of regulations.
Your Guide to Becoming a Smarter Shopper
While FSSAI’s actions are a positive step, the ultimate power lies with the consumer. To protect yourself, always “flip the pack.” Ignore the flashy claims on the front and head straight for the back. First, check the ingredients list. A shorter list with recognisable ingredients is generally a better sign. Second, examine the nutritional information panel. Pay attention to the values per 100g, not just per serving, as this allows for a fair comparison between different products. Be wary of high levels of sugar, sodium, and saturated fat. Finally, look for the FSSAI logo and license number, which confirms the product complies with the country's food safety regulations. By making these simple checks a habit, you can look past the marketing and make choices based on facts, not fiction.
