Regulatory enforcement on "100%" marketing claims reaches beyond beverages 🚨

The Food Safety and Standards Authority of India (FSSAI) has directed a major FMCG manufacturer to immediately halt sales of several food products carrying ambiguous and unverifiable "100%" claims.

This enforcement action highlights a critical shift in how front-of-pack claims and organic endorsements are monitored in India.

📌 Key Highlights of the Enforcement Order:

1️⃣ Broad Product Scope: The prohibition order spans everyday staples—including honey, ghee, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, and coconut milk.

2️⃣

3️⃣Organic Compliance Issue: Certain products were found displaying the Jaivik Bharat logo without holding a valid FSSAI organic endorsement—violating FSS (Organic Foods) Regulations, 2017.

4️⃣Labeling vs. Safety: Crucially, FSSAI clarified that this action strictly concerns misleading labeling and advertising practices—not product safety or adulteration.

5️⃣Strict Timeline: The manufacturer has been ordered to immediately withdraw the flagged stock and submit an Action Taken Report (ATR) within 15 days.