Business · India Bureau
Six major firms drop misleading '100%' claims after FSSAI crackdown
India's food regulator has secured commitments from six companies including Amway and Emami to remove false '100 per cent' claims from product labels and advertisements, marking a significant enforcement action against misleading marketing practices.
LSN India ·
The Food Safety and Standards Authority of India (FSSAI) announced Wednesday that six food business operators have withdrawn unsubstantiated '100%' claims following regulatory intervention. The companies targeted in the enforcement action include Amway India, Emami, Bonn Biscuits, and three others.
The FSSAI initiated action against food manufacturers using the term "100%" on labels, packaging and promotional materials without adequate substantiation. Such claims are frequently used to mislead consumers about product composition or purity, the regulator said.
Bonn Biscuits Pvt Ltd had been advertising its Cummin Flavor Jeera Bite Biscuits (76 gm) with a "100%" claim, which has now been removed from the company's website and advertising materials. Similarly, Emami Ltd withdrew the claim from its Zhandu Honey product line, which was being marketed with an unsubstantiated "100%" assertion.
The regulatory action underscores the FSSAI's commitment to protecting consumers from deceptive labelling practices. Food businesses continue to face heightened scrutiny over marketing claims that cannot be verified or substantiated with scientific evidence.