The Central Consumer Protection Authority (CCPA) has imposed penalties of ₹1 lakh each on Storia Foods and Beverages and Mrs. Bectors Food Specialities over the use of the expression “100%” in relation to their food products, holding that the claims misrepresented the actual composition of the products.
As per reports, the regulator also directed both companies to discontinue the disputed claims across product packaging, websites and digital platforms. According to the CCPA, the term “100%” is an absolute numerical expression and cannot be used loosely, approximately or merely as a marketing slogan. Any such claim must accurately reflect the product’s composition.
The action forms part of the watchdog’s broader scrutiny of food and beverage marketing practices. The authority has increasingly examined claims such as “100% Juice”, “Natural Tender Coconut Water” and “100% Whole Wheat Bread”, particularly where products contain additives, preservatives or ingredients that may not align with consumer expectations created by such messaging.
Reports also suggest that in its order, the CCPA said exaggerated or absolute claims used for commercial advantage cannot be permitted when they compromise consumers’ right to accurate information and informed decision-making.
The development signals heightened regulatory attention on product labelling and advertising practices, with authorities pushing brands to ensure that marketing claims are backed by the actual composition of their products.
