Why is the Central Consumer Protection Authority racking down on ‘100%’ claims on food products? | Explained
The Central Consumer Protection Authority (CCPA) is cracking down on food companies for using misleading '100%' claims on packaging. Regulators argue that such labels imply absolute purity, which often contradicts the actual ingredient composition found in products.
Why it matters
This enforcement protects consumers from deceptive marketing practices and ensures transparency in food labeling standards.
Story so far: The Central Consumer Protection Authority (CCPA) has stepped up action against food companies using “100%” claims on their products, saying such claims can give consumers an impression of absolute purity or completeness that may not match what is actually inside the packet.
The move comes as food regulators are paying closer attention to how products are labelled and advertised. The Food Safety and Standards Authority of India (FSSAI) has also asked food businesses to stop using “100%” claims on food labels, packaging and promotional material.
The key question is: can a company claim “100%” when the product does not actually contain 100% of that ingredient? The CCPA’s orders offer some clues.
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