What Is the FSSAI's New Order?
The FSSAI isn't introducing a brand-new law, but rather strictly enforcing its existing Food Safety and Standards (Advertising and Claims) Regulations. In recent months, the food safety regulator has issued a series of notices to companies across India
for using marketing terms that could deceive consumers. The directive is clear: labels must not be false, misleading, or create a wrong impression about the food's true nature. This crackdown targets the vague, feel-good words that brands have long used to make products seem healthier than they are. The goal is to move beyond marketing buzz and give consumers transparent, factual information based on what's actually inside the package.
The Truth Behind "Fresh" and "Natural"
Two of the most common words on packaging, "fresh" and "natural," are now under intense scrutiny. The FSSAI's regulations aim to restrict their open-ended use. The term "fresh" is particularly problematic on processed foods that contain preservatives to extend shelf life. Clinicians and experts point out that such labels can project a healthy image that doesn't align with the product's composition. Similarly, a "natural" claim is considered misleading if the product has been significantly processed or contains artificial additives. For a product to be truly natural, its ingredients should be minimally processed and free from synthetic elements. The regulator's push means companies can no longer use these terms frivolously and must be able to scientifically substantiate them.
Cracking the Code on "Pure" and "100%"
Claims like "100% Pure" or "100% Original" are some of the most powerful, and potentially misleading, promises. The FSSAI has taken a firm stance, directing that such absolute claims can only be used if the product is entirely made of the single ingredient mentioned. For example, a product labelled "100% Fruit Juice" must not contain any added sugars, water, or preservatives. Recent regulatory action has seen major brands being asked to remove these claims from products like honey, oils, and juices. This move forces companies to be precise. Instead of a vague "100%" claim, a brand might now have to state its composition clearly, such as "55% Cocoa, 45% Dates," a change already adopted by some companies to comply.
Why This Cleanup Is Happening Now
The intensified enforcement is a response to the growing problem of "health washing," where brands use clever marketing to sell highly processed foods as wholesome alternatives. With rising concerns over lifestyle diseases in India, there has been a growing consumer demand for more transparency. Deceptive labels can complicate health management for patients who rely on them to make dietary choices. By forcing brands to be accurate, the FSSAI is empowering consumers to make genuinely informed decisions that support their health. This initiative aims to curb the consumption of products high in unhealthy ingredients and foster healthier preferences nationwide.
Your New Supermarket Strategy
This regulatory shift empowers you, the consumer. But to make the most of it, a new approach to grocery shopping is needed. First, look beyond the attractive claims on the front of the package. The real story is on the back. Make it a habit to read the ingredient list, which is always in descending order of weight. Also, check the nutritional information panel, paying close attention to added sugar, sodium, and saturated fat. Be skeptical of health claims that seem too good to be true, like "detox" or "heart-healthy," unless they are backed by specific evidence. Understanding the difference between claims is also crucial. For instance, "sugar-free" means the product has negligible sugar, while "no added sugar" means no sugar was added during processing, but the product might still be high in natural sugars.
