The Central Consumer Protection Authority (CCPA) has taken decisive action against two major food manufacturers for making exaggerated and misleading claims, marking the beginning of a broader crackdown on deceptive marketing in the food sector. The regulator's message is unequivocal: terms like '100%' are precise and cannot be used loosely, approximately, or as mere marketing slogans.
CCPA Orders Against Storia Foods and Mrs Bectors
In two separate orders issued in June 2026, the CCPA, headed by Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra, directed Storia Foods and Beverages and Mrs Bectors Food Specialities to immediately discontinue their misleading claims and pay a penalty of Rs 1 lakh each. The authority assessed the claims from the perspective of a reasonable consumer, emphasizing that all claims regarding composition, quality, nutrition, or health benefits must be truthful, verifiable, and non-deceptive.
Storia Foods had marketed its product as '100% natural tender coconut water' and '100% tender coconut water'. However, the CCPA found that the ingredients listed on the packaging revealed it was reconstituted coconut water, not natural, and contained a Class II preservative, making the '100% natural' claim untenable. Similarly, the company's pomegranate juice, which featured a pictorial representation of pomegranates and claimed to be '100% juice', was actually composed of water, pomegranate juice concentrate (4%), and apple juice concentrate (10%). Similar misleading claims were found for its mixed fruit, mango, and guava chilli flavours.
In the case of Mrs Bectors Food Specialities, the English Oven bread was promoted as '100% atta bread' and '100% whole wheat bread'. The CCPA discovered that the product contained only 87% wheat flour, falling short of the absolute claim.
Broader Crackdown on Misleading Claims
The CCPA has signaled that these actions are just the beginning. The regulator is intensifying its scrutiny of the food industry, where exaggerated, unsubstantiated, and misleading claims have become increasingly common. With consumers growing more health-conscious, demand has surged for foods marketed as sugar-free, fat-free, organic, probiotic, high-protein, and millet-based. The nutraceutical market—products derived from food sources claiming health benefits—has also expanded rapidly. However, many products fail to meet their advertised composition, nutritional value, or health benefits.
The extent of misrepresentation is evident from the large number of show-cause notices issued by the Food Safety and Standards Authority of India (FSSAI) in recent months. For instance, FSSAI issued a notice to Marico Ltd for its Saffola Total Heart Pro Multisource cooking oil, stating that the term 'Heart Pro' along with heart device imagery could mislead consumers into believing the product imparts heart-health benefits. Similarly, Cipzer Nutraceuticals' Juice Capsule, which claimed to 'Boost your immune system' and 'Remove toxins from your body', was flagged for lacking substantiation.
FSSAI also took issue with Saj Food Products' 'No added sugar' claim, as the product contained maltodextrin and glucose syrup solids. Pluckk Mango Fruit Juice claimed 'No added sugar' but listed mango pulp (51%) and sugarcane juice (49%) as ingredients. Raw Pressery Alphonso Mango fruit drink claimed to contain only naturally occurring sugar despite the presence of fructose as added sugar. Additionally, several beverage brands have been notified for calling themselves 'energy drinks' without proper justification, and multiple 'organic' brands have been cited for lacking recognized certification.
Role of Advertising Standards Council of India
The Advertising Standards Council of India (ASCI), the self-regulatory body for the advertising industry, has also flagged the rise in unsubstantiated health, nutrition, and well-being claims in the food and beverages sector. In its latest Annual Complaints Report, ASCI noted that the sector, particularly the nutraceutical segment, requires 'immediate, stronger pre-publication guardrails as many claims carry real-world consequences for physical wellbeing.'
Momentum for Preventive Compliance
The CCPA's regulatory action appears to have spurred the FSSAI into a more proactive mode. Together, the two regulators have created much-needed momentum to address deceptive marketing. Experts argue that this is the right time to institutionalize preventive compliance mechanisms for advertising claims in the food sector, rather than relying solely on post-publication enforcement. Since advertisements shape consumer perceptions and purchase decisions, misleading claims can cause significant harm from the moment they enter the public domain.
The CCPA's message is clear: '100% is a precise and absolute numerical expression and cannot be used loosely, approximately or as a marketing slogan. Any such claim must correspond exactly with the actual composition of the product.' The regulator is committed to protecting consumers' right to information and informed choice, and the food industry must take note.
