The FSSAI banned the use of 100% claims, stating that such declarations are ambiguous, unverifiable and potentially misleading to consumers. The prohibition order covers several products including honey, cow ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk.
According to reports, the action follows FSSAI’s broader crackdown on absolute “100%” claims on food labels, which the regulator says can create an exaggerated impression about a product’s quality or composition.
