案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
'100%' means 100%: India fined two food brands for absolute claims
Storia called reconstituted coconut water 100%; English Oven sold 87% whole wheat bread as 100%. India's CCPA ruled the word means the thing.
Storia Foods · Mrs Bectors Food Specialities · 2026-06
怎么回事
Storia Foods sold '100% Tender Coconut Water' and juices labelled 100% pomegranate, mixed fruit, mango and guava chilli. The coconut water was reconstituted from water and 9.6% coconut water concentrate, 'equivalent' to 100% coconut water, and carried a Class II preservative (INS 202); the word 'reconstituted' appeared only in fine print in the ingredient panel.
Mrs Bectors' English Oven breads were sold as '100% Atta Bread' and '100% Whole Wheat Bread' with 'Zero Maida' — during proceedings the company admitted the loaves contained 87% whole wheat flour. Its defence that '100% atta' meant wheat was the only grain source did not survive the CCPA's reading: '100%' is an absolute claim, understood plainly by an ordinary consumer, and advertiser intent is irrelevant once the impression misleads.
In June 2026 the CCPA fined each company Rs 1 lakh under the Consumer Protection Act 2019 and the Guidelines for Prevention of Misleading Advertisements 2022, and ordered the claims withdrawn from packaging, websites and all digital platforms immediately.
为什么会这样
- '100%' is absolute — the CCPA read it the way an ordinary consumer does, and no technical reinterpretation survives contact with fine print.
- Reconstituting 9.6% concentrate into 'equivalent' coconut water is a recipe, not a claim — and the preservative made '100% natural' untenable too.
- English Oven's own admission of 87% whole wheat showed the gap: the label said 100% and the bread disagreed.
教训
'100%' reads literally — no technical reinterpretation survives fine print. If the recipe is 9.6% concentrate, the label cannot say 100%.
后来呢
The CCPA ordered both companies to withdraw the claims from packaging, websites and digital platforms at once, and stated that all composition, quality, nutrition and health-benefit claims must be truthful, verifiable and non-deceptive. English Oven's videos had clocked over 50 lakh views by April 2026, so the claim had travelled far before the ruling caught up with it.
资料来源
- Economic Times: CCPA fines Storia Foods, English Oven Rs 1 lakh each for misleading '100%' claims on food labels
- Moneylife: 100 percentage means 100 percentage — CCPA slaps Rs 1 lakh penalty each on Storia Foods, English Oven
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