look news india
The Food Safety and Standards Authority of India (FSSAI) has tightened its grip on misleading advertisements and exaggerated claims on food product packets. Following the strict stance of the authority and issued notices, five major FMCG companies of the country have completely removed misleading words like ‘100%’ pure, ‘100%’ natural and ‘100%’ genuine from the packaging of their products. This step is proving to be a historic turning point in the direction of protecting the rights of crores of consumers of the country and bringing transparency in the packaged food sector.
Strict warning from FSSAI and U-turn of companies
Companies often attracted consumers by writing ‘100% fruit juice’ or ‘100% pure’ in big letters on the packets of fruit juices, oils, spices, dairy products and processed snacks sold in the market. FSSAI investigation found that many products containing only reconstituted juice, preservatives or flavors were also being sold as 100% natural. The Food Safety Authority deemed this a flagrant breach of the Food Safety and Standards (Advertising and Claims) Regulations. As soon as the notice was issued, these five big companies announced to change the labels of their old stock and completely eliminate such misleading claims in future production.
Why was the ‘100%’ claim on packaged food illegal and misleading?
As per food standards, no product that contains water, additives, stabilizers or preservatives during processing can claim to be ‘100%’. For example, when packaged juice is reconstituted from concentrate, it does not contain the same amount of primary nutrients as fresh fruit. In such a situation, calling it ‘100% fruit juice’ was misleading from both technical and legal point of view. This claim led consumers to believe that they were drinking a completely natural and unadulterated product, when in reality it was a processed formulation.
What direct benefit will common consumers get from this big decision?
The biggest benefit from the implementation of this rule is going to be given to the general public and aware buyers. Now customers will not have to be misled by attractive false claims written on the front of the packet when they buy goods from the supermarket or local grocery store. Buyers will now be able to make informed decisions by looking at the front-of-pack labeling and the ingredient list at the back. This will make it easier for health-conscious families, children and the elderly to choose the right nutrition, and will also provide an unbiased platform to small industries producing truly organic and traditional products in the market.
New changes will be seen in local markets and retail shops
The widespread impact of this rule is being seen from metros like Delhi-NCR, Mumbai, Lucknow, Bengaluru and Kolkata to the local retail markets of Tier-2 and Tier-3 cities. FSSAI has directed state food safety commissioners to monitor old and mislabeled batches being sold locally. The companies have been given a fixed time period after which if a packet with unauthorized claim of ‘100%’ is found at any store in the market, heavy fines will be imposed on both the distributor and the brand concerned.
Modern AI search and transparency for digital buyers
Today’s consumer uses Google search and generative AI tools to check the quality and ingredients of products before making a purchase. In such a situation, accurate nutrition facts and transparent labeling will provide correct information on digital platforms also. Only brands that are completely honest with consumers about their ingredients and formulations will be able to gain credibility in AI-powered search engines.
New era of purity and standards in food industry
This action of FSSAI is not limited to only five companies, but has given a strong message to the entire packaged food industry. In the coming times, rigorous scientific evidence will have to be presented for the use of words like organic, natural, fresh and pure. This regulatory reform will play an important role in bringing India’s food safety standards at par with global standards, enabling common citizens to choose healthy and authentic food.