NEW DELHI: Can food and beverage companies claim that their products are “100%” natural? Can they advertise products as “100% Juice”, “Natural Tender Coconut Water”, “100% atta or Whole Wheat Bread” when products contain water, fruit concentrates, preservatives, or only 87% whole wheat flour?Taking note that such claims often mislead buyers, Central Consumer Protection Authority (CCPA), in a recent case, held Storia Foods and Beverages and Bectors Food Specialities (English Oven) liable for such misleading advertisements and unfair trade practices, and imposed a penalty of Rs 1 lakh on each of these companies. They have been directed to discontinue their misleading claims immediately across packaging, websites and digital platforms.“100%” is a precise and absolute numerical expression and cannot be used loosely or as a marketing tag, chief commissioner Nidhi Khare and commissioner Anupam Mishra have said.