The Central Consumer Protection Authority (CCPA) has imposed penalties of ₹1 lakh each on Storia Foods and Mrs Bector Food Specialities for allegedly making misleading claims about their products. The action comes as regulators tighten scrutiny of advertising practices and seek greater transparency for consumers.
According to the consumer watchdog, both companies promoted certain products using “100%” claims that could potentially mislead consumers regarding the nature, composition or quality of the products. The CCPA observed that such claims may create an impression that products are entirely natural or free from additives, even when packaging disclosures indicate otherwise.
The authority said advertisements must provide accurate and complete information so that consumers can make informed purchasing decisions. It noted that broad claims such as “100%” should be backed by clear evidence and should not exaggerate product attributes in a manner that could influence consumer behaviour unfairly.
As part of its order, the CCPA directed the companies to discontinue or modify the disputed advertisements and ensure future promotional material complies with consumer protection guidelines. The regulator also instructed them to issue corrective disclosures to address concerns arising from the advertising claims.
The case highlights the increasing focus on marketing practices in India’s fast-moving consumer goods (FMCG) sector. In recent years, regulators have intensified efforts to curb misleading advertisements, particularly those involving health, nutrition and product purity claims. Authorities believe consumers should not be left with inaccurate impressions because of promotional language that lacks adequate clarification.
Consumer rights advocates welcomed the move, arguing that stricter enforcement helps improve accountability and encourages responsible advertising. They say shoppers often rely on packaging and advertisements while making purchasing decisions, making transparency essential.
For companies, the order serves as a reminder that marketing messages must be supported by verifiable facts and presented in a manner that does not create confusion. Industry experts expect regulators to continue monitoring advertising claims across sectors as consumer awareness grows.
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