Overview

• The FSSAI’s May 30 advisory urges food companies to stop using “100%” claims on all product labels, packaging, and advertisements.
• The move extends a June 2024 notification that prohibited “100% fruit juice” claims by applying the restriction industry-wide.
• The regulator invokes Sub-regulations 4(1) and 10(7) of the 2018 Advertising and Claims Regulations to argue that undefined absolute terms breach requirements for truthful and unambiguous labeling.
• FSSAI warns that “100%” assertions risk misleading consumers into believing products offer unmatched purity or quality.
• Dabur has challenged the juice-label directive in Delhi High Court, with the next hearing set for July 7, 2025.