CCPA Fines Storia, Mrs. Bectors Over Misleading ‘100%’ Product Claims
The CCPA has fined Storia Foods and Mrs. Bectors Food Specialities ₹1 lakh each and ordered them to withdraw allegedly misleading “100%” product claims from packaging and digital platforms.
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India's consumer watchdog has tightened its scrutiny of food labelling practices, penalising packaged food companies Storia Foods and Beverages Pvt Ltd and Mrs Bectors Food Specialities Ltd for what it described as misleading advertising claims.
According to reports, the Central Consumer Protection Authority (CCPA) has fined the two companies for making “100%” claims that did not reflect the actual composition of their products.
The regulator has also directed both firms to immediately withdraw the claims from product packaging, websites and digital platforms, saying such representations are likely to mislead consumers.
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Misleading Claims:
The CCPA pointed out that the term “100%” is an absolute numerical claim and must accurately reflect a product’s contents. If the product has ingredients or processes that run counter to the claim, it cannot be used as marketing statement or approximation.
In the case of Storia Foods, the authority considered the products marketed as “100% Tender Coconut Water” and a range of “100% Juice” products. The investigation found that the coconut water product was made from concentrate reconstituted with water, and this was printed in small type. The presence of added preservatives was also highlighted by the regulator which said it undermined claims such as “100% Natural”.
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The authority also flagged Storia’s juice products in pomegranate, mango, mixed fruit and guava flavours for being advertised as “100% Juice” when the products have water and varying amounts of fruit pulp or concentrates in them.
Mrs. Bectors Food Specialities, which sells bread products under the English Oven brand, was taken to task for claims such as “100% Atta Bread” and “100% Whole Wheat Bread”. The CCPA stated the company admitted the products were about 87% whole wheat flour and that the "100%" label was misleading.
The regulator said that an average consumer is likely to treat such claims literally and expect the product to be fully in accordance with the representation made on the packaging. If the overall claim is capable of misleading buyers, technical disclosures elsewhere on the label are not enough, it said.
The action is taken under the Consumer Protection Act, 2019 and Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022. The CCPA reaffirmed consumers’ right to accurate and transparent information about the products they purchase.
