FSSAI has directed food companies to stop using claims such as “100% Pure” and “100% Natural” on product labels and advertisements, stating that such statements can mislead consumers and are not permitted under food safety regulations. Key Highlights News Story The Food Safety and Standards Authority of India (FSSAI) has issued fresh directions asking food manufacturers and brands to stop using misleading claims such as “100% Pure”, “100% Natural”, and “100% Purity Guaranteed” on product labels and promotional material. According to the regulator, such claims can create a false impression among consumers regarding the quality or composition of food products. Unless these statements are specifically supported under the applicable food safety regulations, companies should avoid using them in packaging, advertisements, and marketing campaigns. The directive is part of FSSAI’s broader effort to strengthen consumer protection and ensure truthful communication by food businesses. The regulator has emphasized that product labels should accurately represent the contents and characteristics of food items without exaggeration or misleading language. Food companies have been advised to review their existing packaging and advertising material to ensure compliance with the latest regulatory expectations. Failure to follow the guidelines could invite regulatory action under the Food Safety and Standards Act. The move comes amid increased scrutiny of food manufacturers, with FSSAI recently taking action against several companies over alleged quality and safety violations. The latest advisory reinforces the regulator’s focus on improving transparency and maintaining consumer trust in India’s food industry.