The Central Consumer Protection Authority (CCPA) has imposed penalties of Rs 1 lakh each on Storia Foods and Beverages Pvt Ltd and Mrs Bectors Food Specialities Ltd, the maker of the English Oven bread brand, for allegedly misleading consumers through the use of “100 per cent” claims on product labels.
The consumer watchdog found that the companies had used the expression “100 per cent” in a manner that could create a false impression about the composition or attributes of their products, thereby potentially influencing consumer purchasing decisions.
According to the CCPA, such claims must be clear, truthful and capable of substantiation. The authority concluded that the manner in which the term was presented on the packaging could mislead consumers into believing that the products possessed qualities or ingredients that were not accurately represented.
As a result, the regulator levied a penalty of Rs 1 lakh each on Storia Foods and Beverages and Mrs Bectors Food Specialities. The action forms part of the authority's broader efforts to strengthen transparency in product labelling and curb misleading marketing practices in the fast-moving consumer goods sector.
The CCPA has increasingly scrutinised advertising and packaging claims across industries, emphasising that companies must ensure promotional statements do not exaggerate product benefits or create misconceptions among consumers. The regulator has maintained that claims such as “100 per cent”, “pure”, “natural” or similar descriptors should be supported by verifiable evidence and presented in a manner that does not distort consumer understanding.
Consumer rights advocates have welcomed the move, saying it reinforces the importance of accurate disclosures and responsible marketing in the food and beverage sector. Industry experts note that the decision could prompt companies to review packaging and advertising practices more closely to ensure compliance with consumer protection regulations.
The latest action underscores the regulator's intent to hold brands accountable for claims made on product labels and strengthen consumer confidence through greater transparency and accountability in the marketplace. |
