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CCPA cracks down on deceptive food ads, imposes penalty on 2 cos
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Thursday, 25 June, 2026, 08 : 00 AM [IST]
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Ashwani Maindola, New Delhi
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The Central Consumer Protection Authority (CCPA) has cracked down on deceptive food advertising, imposing a penalty of ?1lakh each on M/s Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd. (English Oven). The regulator has directed both companies to immediately discontinue their misleading claims across all packaging, websites, and digital platforms.
?Led by Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra, the CCPA reiterated that “100%” is an absolute numerical expression that cannot be used loosely as a marketing slogan and it must strictly match a product’s actual composition.
?The CCPA's action highlights significant composition mismatches in both brands.
?Storia Foods marketed products like "100% Tender Coconut Water" and various "100% Juices." However, as per CCPA, the coconut water was actually reconstituted from water and just 9.6% concentrate, featuring hidden preservatives.
Its fruit juices similarly consisted of water mixed with low percentages of concentrates and pulp.
?Mrs. Bectors (English Oven) heavily promoted "100% Atta Bread" and "100% Whole Wheat Bread" across digital campaigns.
During proceedings, the company admitted the products contained only 87% whole wheat flour.
?The CCPA rejected Mrs. Bectors' defence of "good faith," ruling that technical interpretations cannot override the impression made on an ordinary consumer.
Both companies were found in violation of the Consumer Protection Act, 2019, for misleading advertisements and unfair trade practices.
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