In a significant move to curb misleading food labels and protect consumer rights, the Food Safety and Standards Authority of India (FSSAI)—often misspelled online as FSSI—has issued a critical advisory to Food Business Operators (FBOs). The regulator has warned against using blanket claims such as “100% pure,” “100% natural,” or “100% safe” on product labels and advertisements.
This directive is expected to have a direct impact on thousands of food MSMEs and startups across India that rely heavily on marketing-driven branding to stand out in a competitive market.
The FSSI Advisory: What’s New?
As per the latest circular, FSSAI has explicitly prohibited the use of “100%” in isolation, especially when used to imply absolutes in terms of quality, safety, purity, or ingredient composition. The authority has noted that such claims:
Are not defined under the Food Safety and Standards Act, 2006, or the Advertising and Claims Regulations, 2018.
Can be ambiguous or deceptive, especially when used without scientific substantiation.
Are in violation of Sub-regulations 4(1) and 10(7) of the FSS (Advertising and Claims) Regulations, 2018, which require all food-related claims to be truthful, evidence-based, and non-misleading.
FSSI vs FSSAI: Why the Misspelling Matters in SEO
Although FSSAI is the official acronym, many small food operators and internet users mistakenly search for FSSI guidelines. Digital content using both keywords can help SMEs and startups discover vital updates related to regulatory compliance. This article aims to bridge that knowledge gap while ensuring food entrepreneurs remain informed and compliant.
