CCPA imposes fines on Storia Foods and Mrs. Bectors for misleading ‘100%’ food claims

Key Facts

• Date of penalty: 21 June 2026
• Authority: Central Consumer Protection Authority (CCPA)
• Companies fined: Storia Foods and Beverages Pvt. Ltd., Mrs. Bectors Food Specialities Ltd.
• Penalty Amount: ₹1 lakh each
• Violations: Misleading '100%' claims on food products
• Products involved: '100% Tender Coconut Water', 100% fruit juices, '100% Atta Bread', '100% Whole Wheat Bread'
• Applicable law: Consumer Protection Act, 2019 and 2022 Guidelines for Prevention of Misleading Advertisements and Endorsements

Background & Context

The Central Consumer Protection Authority (CCPA), a statutory body established under the Consumer Protection Act (CPA), 2019, undertakes regulatory actions against unfair trade practices including misleading advertisements. The 2022 Guidelines for Prevention of Misleading Advertisements and Endorsements provide detailed norms for truthful advertising and clarifications on claims made in advertisements.

Storia Foods marketed products with claims such as "100% Tender Coconut Water" and "100%" fruit juices, but investigations revealed these were reconstituted from concentrates with added water and included additives like preservative INS 202 (potassium sorbate), contradicting the '100% natural' claim. Mrs. Bectors Food Specialities Ltd., marketing breads under the English Oven brand, claimed "100% Atta Bread" and "100% Whole Wheat Bread", but the products contained only 87% whole wheat flour. The simultaneous use of "Zero Maida" further created a misleading impression that the bread was made entirely of whole wheat flour.

Why This Matters for Exams / Exam Relevance

This case illustrates the enforcement of consumer protection laws in India, particularly the role of the CCPA in regulating misleading food advertisements under the Consumer Protection Act, 2019. It highlights the legal standards for absolute numerical claims like “100%” in food labeling, and the application of the 2022 Guidelines meant to curtail deceptive marketing. Understanding this case supports knowledge of regulatory frameworks, consumer rights protections, and legal principles governing food safety and advertising.

Points to Remember

• The CCPA is empowered to investigate and penalize misleading advertisements under the Consumer Protection Act, 2019.
• The 2022 Guidelines for Prevention of Misleading Advertisements clarify that claims such as “100%” must exactly reflect the true product composition, including ingredients, additives, and processing.
• Using absolute claims like “100%” or “pure” incorrectly is a violation of consumer protection norms.
• Preservative INS 202 (potassium sorbate) presence negates claims of “100% Natural.”
• Advertisements and packaging must not mislead an ordinary consumer's reasonable perception.
• Advertisers’ intentions do not absolve liability if claims are found misleading.
• Companies must remove misleading claims from all packaging, websites, and digital platforms on CCPA’s direction.
• Section 2(28) of the Consumer Protection Act, 2019, legally defines “misleading advertisement.”