A Crackdown on Misleading Labels
The Food Safety and Standards Authority of India (FSSAI) has intensified its efforts against food companies making unsubstantiated and misleading claims on their products. In recent months, the regulator has issued over 150 notices to food business operators
(FBOs) for violations related to advertising, false health promises, and improper labelling. This enforcement drive targets manufacturers, e-commerce platforms, and even restaurant chains, signalling a major push towards greater transparency for consumers. Major companies have been asked to withdraw advertisements, revise packaging, and remove claims that could deceive buyers.
The Problem with '100%'
A key target of the FSSAI's scrutiny is the use of absolute terms like '100%'. You've likely seen it everywhere: '100% Pure', '100% Natural', '100% Organic'. The problem, according to the FSSAI, is that the term '100%' is not legally defined in India's food safety laws. Its use can give a false impression of absolute purity or superiority that is often impossible to verify. As a result, the regulator has advised companies to stop using the term on labels and promotional materials, arguing that it misleads consumers and creates unfair competition against brands that are more transparent about their processing and ingredients.
Beyond '100%': Other Claims in the Spotlight
The scrutiny doesn't end with percentages. FSSAI is also targeting a range of other popular but often misused health and wellness claims. These include words like 'natural', 'fresh', 'pure', and 'traditional', which can be vague and misleading if a product has been heavily processed. More specific health claims, such as 'immunity booster', 'improves digestion', and 'supports stronger bones', are also under the scanner, especially in categories like baby food. FSSAI regulations state that any health claim must be truthful, unambiguous, and backed by scientific evidence. Claims that a food can prevent or cure a disease are strictly prohibited.
Why Is This Happening Now?
This regulatory push is driven by a need to protect consumers from being misled by marketing tactics that prey on the growing interest in health and wellness. The FSSAI's actions are based on the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which mandate that all claims must be scientifically substantiated. The recent enforcement drive has seen several major brands, including Nestle India, Coca-Cola India, Mondelez India, and Amway, receive notices and take corrective action. For instance, Amway removed the '100%' claim from its coconut oil product and the term 'Energy Drink' from a caffeinated beverage after FSSAI's intervention. Similarly, Mondelez withdrew misleading health claims from e-commerce platforms.
How to Be a Smarter Shopper
As a consumer, this crackdown empowers you to make more informed choices. The first step is to be sceptical of grand claims. Look past the buzzwords on the front of the pack and turn the product over to read the ingredient list and nutritional information panel. The ingredient list tells you what's actually in the product, listed in descending order by weight. Check for high levels of sugar, salt, and unhealthy fats. Also, look for the FSSAI logo and licence number, which indicates that the manufacturer is registered with the food authority. Remember, a claim like 'no added sugar' doesn't mean a product is low in sugar; it could still contain high levels of naturally occurring sugars.
