Central Consumer Protection Authority (CCPA) fines storia bectors over misleading 100 percent food claims

June 21, 2026 : The Central Consumer Protection Authority (CCPA) has imposed penalties of one lakh rupees each on Storia Foods and Beverages Private Limited and Bectors Food Specialities Limited for misleading advertisements and unfair trade practices arising from the use of the expression ‘100 percent’ in relation to their food products. The Authority has also directed both companies to immediately discontinue the impugned claims from their product packaging, websites and all digital platforms.

CCPA said that the expression ‘100 percent’ is a precise and absolute numerical expression and cannot be used loosely, approximately or as a marketing slogan. The authority added that any such claim must correspond exactly with the actual composition of the product. It stated that exaggerated or absolute claims used for commercial advantage cannot be permitted where they compromise consumers’ right to accurate information and informed choice.