CCPA Fines Storia, Mrs. Bectors Over Misleading 100% Claims
Food companies penalised ₹1 lakh each; ordered to remove deceptive claims immediately
- CCPA imposes ₹1 lakh penalty each.
- “100%” claims found misleading.
- Companies directed to remove advertisements.
- Consumer rights and transparency reinforced.
GG News Bureau
New Delhi, 21st June: The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh each on Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd. for making misleading “100%” claims about their food products.
The CCPA directed both companies to immediately discontinue such claims from their product packaging, official websites and digital platforms. The action was taken under the Consumer Protection Act, 2019 and the 2022 guidelines on misleading advertisements.
The authority clarified that the term “100%” is an absolute numerical claim and must accurately represent the actual composition of a product. It cannot be used loosely as a marketing slogan or interpreted differently after publication.
The CCPA found that Storia’s “100% Tender Coconut Water” and “100% Juice” claims did not match the actual composition of the products, which contained water, concentrates and other ingredients.
Similarly, Mrs. Bectors’ English Oven bread products advertised as “100% Atta” and “100% Whole Wheat” were found to contain only 87% whole wheat flour, making the claims misleading.
The CCPA said all claims related to quality, composition, nutrition and health benefits must be truthful, verifiable and non-deceptive, adding that strict action will continue against misleading advertisements that compromise consumer rights.
