- The Central Consumer Protection Authority (CCPA) fined Britannia Industries ₹1 lakh for misleading advertisements regarding its '100% Whole Wheat Bread'. - Investigation revealed that the product actually contained only 62% whole wheat flour (atta), with the remaining flour being refined wheat flour (maida). - The CCPA ruled that such claims violate consumer rights and constitute unfair trade practices under the Consumer Protection Act, 2019. - The ruling underscores regulatory vigilance against misleading health claims and deceptive product labeling in the packaged food industry. - **Central Consumer Protection Authority (CCPA):** A statutory regulator established under the Consumer Protection Act, 2019 to promote, protect, and enforce consumer rights, regulate unfair trade practices, and penalize misleading advertisements. - **Consumer Protection Act, 2019:** Landmark legislation replacing the 1986 Act, strengthening consumer rights, establishing regulatory authorities like the CCPA, and addressing modern market complexities like e-commerce and misleading ads. **Introduction** The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh on Britannia Industries for misleading consumers through its '100% Whole Wheat Bread' claim, noting that the product actually contains only 62% whole wheat while the rest is refined flour (maida). This enforcement action highlights regulatory strictness against deceptive labeling and unfair trade practices under the Consumer Protection Act, 2019. **Core Issue and Detailed Points** - The Central Consumer Protection Authority (CCPA) fined Britannia Industries ₹1 lakh for misleading advertisements regarding its '100% Whole Wheat Bread'. - Investigation revealed that the product actually contained only 62% whole wheat flour (atta), with the remaining flour being refined wheat flour (maida). - The CCPA ruled that such claims violate consumer rights and constitute unfair trade practices under the Consumer Protection Act, 2019. - The ruling underscores regulatory vigilance against misleading health claims and deceptive product labeling in the packaged food industry. **Key Statutory Bodies, Acts & Concepts** - **Central Consumer Protection Authority (CCPA):** A statutory regulator established under the Consumer Protection Act, 2019 to promote, protect, and enforce consumer rights, regulate unfair trade practices, and penalize misleading advertisements. - **Consumer Protection Act, 2019:** Landmark legislation replacing the 1986 Act, strengthening consumer rights, establishing regulatory authorities like the CCPA, and addressing modern market complexities like e-commerce and misleading ads.