The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of misleading food advertisements, particularly the use of absolute claims such as ‘100% Pure’, ‘100% Natural’, and similar superlative statements that may not comply with regulatory requirements.The action stems from the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which require that all food-related advertisements and claims be truthful, scientifically substantiated, clear, and non-misleading. Products Under Regulatory Scrutiny- Honey, Cow Ghee, Apple Cider Vinegar, Virgin Coconut Oil, Sesame Oil, Coconut Water,Coconut Milk.
Why the Concern?
Claims such as ‘100% Pure’ or ‘100% Natural’ can create an impression of absolute superiority or guaranteed quality. Unless these claims can be conclusively established with robust scientific evidence and comply with regulatory standards, they may be considered misleading under Indian food advertising regulations. Key Principles of the FSSAI Advertising & Claims Regulations, 2018.
Truth and Clarity: Every advertisement and product claim must be truthful, clear, meaningful, and should not mislead or confuse consumers.
Scientific Substantiation: All nutrition, health, quality, origin, or ingredient-related claims must be supported by credible scientific evidence and be capable of verification.
No Exaggerated Claims: Advertisements must not exaggerate product benefits, encourage excessive consumption, or imply that a food product can replace a balanced diet.
Responsible Use of Superlative Claims: Absolute expressions such as ‘100% Pure,’ ‘100% Natural,’ and ‘100% Safe’ should not be used unless they are fully substantiated and compliant with the applicable regulations.
What Consumers Should Do?
•Read product labels carefully.
•Look beyond marketing slogans.
•Verify ingredient information and nutrition details.
•Make informed purchasing decisions based on facts—not just advertising claims.
Informed consumers make safer choices. Always read the label before you buy.
Written by: Rituja Bose
Graphics by: Pramit Hazra
