{"id":388158,"date":"2026-06-23T11:00:09","date_gmt":"2026-06-23T05:30:09","guid":{"rendered":"https:\/\/www.scconline.com\/blog\/?p=388158"},"modified":"2026-06-23T10:57:16","modified_gmt":"2026-06-23T05:27:16","slug":"ccpa-penalises-misleading-100-percent-claims","status":"publish","type":"post","link":"https:\/\/www.scconline.com\/blog\/post\/2026\/06\/23\/ccpa-penalises-misleading-100-percent-claims\/","title":{"rendered":"<p style=\"font-family: Garamond;\">\u201c100%\u201d Must Mean 100%: CCPA Penalises Storia Foods and Mrs. Bectors with \u20b91 Lakh Fine<\/p>"},"content":{"rendered":"<div style=\"text-align: justify; line-height: 150%;\">\n<p style=\"margin-bottom: 3%; font-family: Garamond;\">On 18 June 2026, the <span style=\"font-weight: bold;\">Central Consumer Protection Authority<\/span> (CCPA) imposed penalties of <span style=\"font-weight: bold;\">&#8377;1 lakh each on Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd. (English Oven)<\/span>, for misleading advertisements involving the use of the <span style=\"font-weight: bold;\">term &#8220;100%&#8221;<\/span> in promoting their products.<\/p>\n<h2>Key Findings<\/h2>\n<h3>Storia Foods and Beverages Pvt. Ltd.<\/h3>\n<ol style=\"list-style-type: decimal;\">\n<li>\n<p style=\"font-family: Garamond;>The CCPA took <span style=\"font-style: italic;\">suo motu<\/span> cognizance of promotional claims related to a range of Storia products, including:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\">&#8220;100% Tender Coconut Water&#8221;<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">&#8220;100% Juice&#8221; variants such as <span style=\"font-weight: bold;\">Pomegranate, Mango, Mixed Fruit, and Guava Chilli<\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">These claims were <span style=\"font-weight: bold;\">extensively displayed<\/span> on the company&#8217;s official website and across major e-commerce platforms, including <span style=\"font-weight: bold;\">Amazon, Flipkart, BigBasket, Blinkit, JioMart, and Zepto<\/span>.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The Authority found significant discrepancies between advertised claims and actual product composition:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\">The &#8220;100% Tender Coconut Water&#8221; product was made using <span style=\"font-weight: bold;\">coconut water concentrate (9.6%) reconstituted with water<\/span>, rather than pure coconut water.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The claim of &#8220;100% Natural&#8221; was contradicted by the presence of a <span style=\"font-weight: bold;\">Class II preservative (INS 202)<\/span>.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The term &#8220;reconstituted&#8221; was printed in fine print, insufficient to alert consumers.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The CCPA held Storia liable under multiple provisions of the <a href=\"http:\/\/www.scconline.com\/DocumentLink\/CnEsKJbu\" target=\"_blank\"><span class=\"Hyperlink\" style=\"font-weight: bold;\">Consumer Protection Act, 2019<\/span><\/a>, under:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\"><span style=\"font-weight: bold;\">Section 2(9):<\/span> Violation of consumers&#8217; right to accurate information<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\"><span style=\"font-weight: bold;\">Section 2(28):<\/span> Misleading advertisement through false representation of product composition<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 3%; font-family: Garamond;\"><span style=\"font-weight: bold;\">Section 2(47):<\/span> Unfair trade practices<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3>Mrs. Bectors Food Specialities Limited (English Oven)<\/h3>\n<ol style=\"list-style-type: decimal;\">\n<li>\n<p style=\"font-family: Garamond;\">The CCPA examined promotional material for English Oven bread products that prominently featured claims such as:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\">&#8220;100% Atta Bread&#8221;<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">&#8220;100% Whole Wheat Bread&#8221;<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">&#8220;Taste of 100% Goodness&#8221;<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">During proceedings, the company admitted that the bread contained only 87% whole wheat flour, falling short of the advertised &#8220;100%&#8221; claim.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The Authority ruled that:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\">A product <span style=\"font-weight: bold;\">cannot be marketed as &#8220;100%&#8221;<\/span> unless it fully complies with that claim in substance and composition.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The combined use of claims such as <span style=\"font-weight: bold;\">&#8220;100% Whole Wheat&#8221; and &#8220;Zero Maida&#8221;<\/span> creates a misleading impression that the product is composed entirely of whole wheat flour and contains no other ingredients.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The CCPA rejected the defence that &#8220;100% Atta&#8221; merely denoted the grain source and held that consumer perception is decisive in determining whether an <span style=\"font-weight: bold;\">advertisement is misleading<\/span>.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The CCPA held Mrs. Bectors liable under the <a href=\"http:\/\/www.scconline.com\/DocumentLink\/CnEsKJbu\" target=\"_blank\"><span class=\"Hyperlink\" style=\"font-weight: bold;\">Consumer Protection Act, 2019<\/span><\/a>, under:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\"><span style=\"font-weight: bold;\">Section 2(28):<\/span> Misleading advertisement<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 3%; font-family: Garamond;\"><span style=\"font-weight: bold;\">Section 2(47):<\/span> Unfair trade practice<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h2>Key Directions<\/h2>\n<ol style=\"list-style-type: decimal;\">\n<li>\n<p style=\"font-family: Garamond;\">To protect consumer rights, the CCPA took enforcement action against misleading advertisements under:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\"><a href=\"http:\/\/www.scconline.com\/DocumentLink\/CnEsKJbu\" target=\"_blank\">Consumer Protection Act, 2019<\/a><\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\"><a href=\"http:\/\/www.scconline.com\/DocumentLink\/ZrrmPiDC\" target=\"_blank\">Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022<\/a><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The Authority imposed a monetary penalty of <span style=\"font-weight: bold;\">&#8377;1 lakh each on Storia Foods and Mrs. Bectors<\/span> for engaging in misleading advertising and unfair trade practices.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">Both companies have been directed to immediately withdraw the impugned &#8220;100%&#8221; claims from all product packaging, websites, and digital platforms, reaffirming the Authority&#8217;s <span style=\"font-weight: bold;\">zero tolerance stance<\/span> toward ambiguous, exaggerated, or misleading marketing language.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The CCPA has categorically clarified that the term &#8220;100%&#8221; is an <span style=\"font-weight: bold;\">absolute and precise numerical expression<\/span>, leaving no scope for approximation, qualification, or marketing interpretation.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">According to the CCPA, any use of <span style=\"font-weight: bold;\">&#8220;100%&#8221;<\/span> must accurately reflect the actual composition of the product. In the absence of a legal definition permitting interpretation, the term must be understood in its <span style=\"font-weight: bold;\">literal sense by an ordinary consumer<\/span>.<\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">The Authority reiterated that:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li>\n<p style=\"font-family: Garamond;\">All claims must be <span style=\"font-weight: bold;\">truthful, verifiable, and non-deceptive<\/span><\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">Absolute claims like &#8220;100%&#8221; must reflect <span style=\"font-weight: bold;\">complete accuracy<\/span><\/p>\n<\/li>\n<li>\n<p style=\"font-family: Garamond;\">Marketing exaggeration that compromises consumer understanding will not be tolerated<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li>\n<p style=\"margin-bottom: 3%; font-family: Garamond;\">The ruling also establishes that <span style=\"font-weight: bold;\">good faith or intent is not a valid defence<\/span> where consumer perception is likely to be misled.<\/p>\n<\/li>\n<\/ol>\n<p style=\"margin-bottom: 3%; font-family: Garamond;\"><b>Also Read:<\/b> <a href=\"https:\/\/www.scconline.com\/blog\/post\/2026\/06\/17\/dcdrc-%E2%82%B9-10-beer-overcharge-leads-to-%E2%82%B9-25000-consumer-win-mrp-consumer-win-ksbc\/\" target=\"_blank\">&#8377;10 overcharge on beer bottle costs KSBC &#8377;25,000: DCDRC Holds That Charging Beyond Printed MRP Amounts to Unfair Trade Practice<\/a><\/p>\n<p style=\"margin-bottom: 3%; font-family: Garamond;\"><b>Read more:<\/b> <a href=\"https:\/\/www.scconline.com\/blog\/post\/2025\/10\/06\/ccpa-imposes-5lakh-penalty-on-drishti-ias-over-misleading-ad\/\" target=\"_blank\">Inside CCPA order imposing Rs 5 Lakh penalty on Drishti IAS over misleading ad on selection of 216+ candidates in UPSC CSE 2022<\/a><\/p>\n<p style=\"margin-bottom: 3%;\">[<span style=\"font-weight: bold; color: #632423;\">CCPA Order on M\/s Storia and Mrs Bectors, issued on 18-6-2026<\/span>]<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p style=\"font-style: italic; font-family: Garamond;\">CCPA has penalised Storia Foods and Mrs. Bectors with a &#8377;1 lakh fine each for misleading &#8220;100%&#8221; advertising, reinforcing that absolute claims must be truthful, verifiable, and consumer-centric.<\/p>\n","protected":false},"author":67525,"featured_media":388160,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,1193],"tags":[107927,37027,43207,107930,107929,107928,50081,107931,3684],"class_list":["post-388158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-legislationupdates","category-notifications","tag-ccpa-penalty","tag-consumer-protection-act-2019","tag-consumer-protection-authority","tag-fmcg-compliance","tag-food-advertising-law","tag-misleading-100-claims","tag-misleading-advertisements","tag-product-composition-claims","tag-unfair_trade_practices"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CCPA Penalises Misleading &quot;100%&quot; Claims | SCC Times<\/title>\n<meta name=\"description\" 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