claims Symbolic Image – Symbolic Image New Delhi: Can food and beverage companies claim that their products are “100%” natural? Can they advertise products as “100% juice”, “natural tender coconut water”, “100% flour or whole wheat bread” when the products contain water, fruit concentrates, preservatives, or only 87% whole wheat flour? Noting that such claims often mislead buyers, the Central Consumer Protection Authority (CCPA) in a recent case held Storia Foods & Beverages and Bectors Food Specialties (English Oven) liable for such misleading and unfair advertisements. trade practices, and imposed a fine of Rs 1 lakh on each of these companies. Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra said they have been directed to immediately stop their misleading claims on packaging, websites and digital platforms.

“100%” is an exact and complete numerical expression and cannot be used loosely or as a marketing tag.