New Delhi, May 30 -- India's top food regulator has asked businesses against using the term "100%" in labelling, citing concerns over its potential to mislead consumers.

The Food Safety and Standards Authority of India (Fssai) has asked food business operators to refrain from using the term on labels, packaging, and promotional content, owing to its ambiguity and potential for misinterpretation within the existing regulatory provisions, according to an advisory.

The regulator highlighted a surge in the use of the term "100%" across food product labels and promotional platforms. The authority said that such terminology is not only undefined under current regulations but is also misleading and is likely to create a false impression among ...