CCPA Acts Against Misleading Food Claims

The Central Consumer Protection Authority (CCPA) imposed penalties of ₹1 lakh each on Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd. on 21 June 2026 for misleading advertisements linked to food products. The action was taken under the Consumer Protection Act, 2019, and the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022.

Central Consumer Protection Authority

The CCPA is a statutory authority under the Consumer Protection Act, 2019. It has powers to investigate, order discontinuation of misleading advertisements, and impose penalties for unfair trade practices and false claims.

Misleading Advertisement Rules

The 2022 guidelines apply to advertisements that contain false, deceptive, or unsubstantiated claims. They cover product packaging, websites, and digital platforms used for consumer-facing claims.

Food Labelling and Absolute Claims

The term “100%” is an absolute numerical claim in food labelling. Such a claim must match the actual composition of the product, including ingredients, reconstituted content, and additives. In Storia Foods’ case, products such as “100% Tender Coconut Water” and “100% Juice” variants were found to be reconstituted from concentrate with added water. Some “100% Natural” claims were also found inconsistent with the presence of preservatives such as INS 202.

Product Composition and Consumer Understanding

Mrs. Bectors Food Specialities Ltd., which markets products under English Oven, was penalised for “100% Atta Bread” and “100% Whole Wheat Bread” claims. The products contained 87% whole wheat flour, which did not match the front-of-pack claims.

Important Facts for Exams

• The CCPA functions under the Consumer Protection Act, 2019.
• The 2022 misleading advertisement guidelines apply to endorsements and product claims.
• INS 202 is a food additive used as a preservative in some processed foods.
• Front-of-pack claims are assessed from the perspective of an ordinary consumer.

Consumer Protection in India

Misleading food claims fall under consumer protection law when advertisements create a false impression about ingredients, purity, or composition. Food packaging claims are subject to scrutiny when they use absolute terms such as “100%”, “pure”, or “natural”.