Why FSSAI Is Raising Red Flags
The Food Safety and Standards Authority of India (FSSAI) has recently intensified its scrutiny of food labels, issuing over 150 notices to major food companies for misleading advertisements and false health claims. The regulator's main concern is that
absolute claims like '100%' and vague promises like 'boosts immunity' can mislead consumers into believing a product has a special purity or health benefit that is not scientifically proven. Since the term '100%' is not legally defined in Indian food laws, its use can create a false sense of superiority over other products. This enforcement drive, which has involved major brands like Nestle, PepsiCo, and Mondelez, aims to make food marketing more truthful and transparent. Many companies have already started withdrawing claims and revising packaging in response.
Decoding the '100%' Claim
When you see '100% Whole Wheat' bread or '100% Pure Juice' on a package, it's natural to assume the product contains nothing else. However, this is often not the case. The FSSAI is cracking down on this because it can be deceptive. For example, a product marketed as '100% Pure Coconut Oil' was flagged, prompting the company to remove the claim. To verify a '100%' claim, your best tool is the ingredients list. Ingredients are always listed in descending order by weight. If a '100% whole wheat' bread lists refined flour (maida) as the first or second ingredient, the '100%' claim on the front is misleading. For juices, check the list for added sugar, water, or flavourings, which would contradict a '100% juice' promise.
The Truth About 'Immunity Boosters'
Claims related to boosting immunity are another major area of FSSAI's focus. These promises are often vague and difficult to substantiate with scientific evidence. A general claim that a product 'supports immunity' is a marketing statement, not a medical fact. Recently, a company making baby food was asked to withdraw multiple claims, including those related to immunity, growth, and digestion. Instead of falling for broad immunity claims, look for specific nutrients on the nutritional information panel that are known to support the immune system, such as Vitamin C, Vitamin D, and Zinc. The label must specify the amount of these nutrients per serving, allowing you to make an informed choice rather than relying on a hollow promise.
Other Buzzwords to Watch For
Beyond '100%' and 'immunity', be wary of other popular but often misused buzzwords. Terms like 'Natural', 'Healthy', or 'Fresh' can only be used if they meet specific criteria set by FSSAI, but are frequently used to create a positive but unproven impression. Similarly, a 'No Added Sugar' claim can be misleading if the product is high in naturally occurring sugars, which should be visible in the 'Total Sugars' line on the nutrition panel. Also, watch for serving size manipulation. A snack might seem low in calories, but if the serving size is unrealistically small (e.g., 10 chips), you could be consuming far more than you realise. Always check the 'per 100g' values for a more accurate comparison between products.
Your 5-Point Label Checklist
To protect yourself from misleading marketing, make it a habit to ignore the flashy claims on the front and read the back of the pack. Here is a simple checklist: 1. Check the Ingredients List First: Are the first few ingredients what you expect? In a whole-grain product, is whole grain the first ingredient? Or is it refined flour or sugar? 2. Verify Serving Size and 'Per 100g' Values: Is the serving size realistic? Use the 'per 100g' column to compare sugar, sodium, and fat content across different brands. 3. Distinguish 'Total Sugar' from 'Added Sugar': The nutrition label now requires a separate line for 'Added Sugar'. This helps you see how much sugar was put in during processing, versus what's naturally present. 4. Look for the FSSAI Logo and License Number: Every legitimate food product in India must have the FSSAI logo and a 14-digit license number. 5. Scan for Allergens: The label must clearly declare common allergens like nuts, soy, gluten (wheat), and milk in a separate box.
