The Central Consumer Protection Authority (CCPA) has imposed a ₹1 lakh penalty on United Biscuits Private Limited, formerly Pladis India Private Limited, for marketing McVitie's Wholewheat Marie Biscuits with misleading claims. According to reports from Business Standard, Bar and Bench, and Outlook Business, the order dated August 28, 2026, was issued after the CCPA took suo motu cognisance of the case involving misleading advertising and unfair trade practices. The case came to the authority's notice after a social media video raised questions about products being promoted as healthy, natural and organic, with McVitie's Whole Wheat Marie biscuits specifically mentioned in the video. This ruling highlights the CCPA's commitment to protecting consumer rights against deceptive marketing practices and could prompt a reevaluation of labeling standards in the food industry moving forward.
The CCPA examination revealed that the biscuits contained 19.5% whole wheat flour and 52% refined wheat flour (maida). As reported by Business Standard, Bar and Bench, and Outlook Business, the authority found that the prominent use of 'whole wheat' could give consumers the impression that the product was predominantly made from whole wheat flour, which was inconsistent with its actual composition. The front of the packet clearly highlighted 'Whole Wheat', while the ingredient list had only 19.5% whole wheat flour. The investigation concluded that the expression 'Wholewheat', together with images of wheat on the principal display panel, could create the impression that the biscuits were predominantly made from whole wheat flour. The Directorate General (Investigation) submitted its report on July 16, 2026, confirming the product was marketed under the name 'McVitie's Whole Wheat Marie Biscuits' while packaging showed only 19.5% whole wheat flour.
The CCPA investigation found that the packaging presentation constituted 'interface interference' under the Guidelines for Prevention and Regulation of Dark Patterns, 2023, as it highlighted certain information while obscuring material information. According to Outlook Business, the investigation wing found that the prominent use of 'Wholewheat', alongside images of wheat stalks and grains on the principal display panel, could lead an average consumer to believe that the biscuits were primarily made from whole wheat flour. The authority also determined that a disclaimer stating 'This is only a trademark and does not represent its true nature' was printed in a small, vertically placed font and was not sufficiently noticeable. The CCPA emphasized that registered trademark protection cannot construe as a license to make misleading representations and that an inconspicuous disclaimer cannot neutralise a prominent claim that may influence purchasing decisions.
During proceedings, United Biscuits argued that 'McVitie's Wholewheat Marie Biscuit' was a registered trademark and that the term was used as a brand identifier. According to Business Standard, Bar and Bench, and Outlook Business, the company also relied on a disclaimer stating 'This is only a trademark and does not represent its true nature' and sought a nine-month transition period to use existing packaging. The company also pointed to food labelling rules that require manufacturers to mention the percentage of an ingredient when it is highlighted through words, pictures or graphics on the packet, stating they followed this rule by clearly stating that whole wheat flour made up 19.5% of the biscuits. However, the CCPA rejected these arguments, stating that registered trademark protection cannot construe as a license to make misleading representations and that the disclaimer was technically present but practically difficult to notice due to its small font and placement below the main packaging claim. The authority emphasized that consumers could not be expected to ignore the main representation on the front of the pack and rely on comparatively inconspicuous qualifying text.
The CCPA found an initial case of violation of consumer rights, misleading advertisement and unfair trade practice. According to Business Standard, Bar and Bench, and Outlook Business, the authority directed the company to ensure that all fresh packaging of the product is duly modified to remove the use of false and misleading claims. CCPA Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra have ordered the company to stop the advertisement immediately across print, electronic and social media. The company was asked to follow the directions given by the authority and must submit a compliance report to the CCPA within 15 days, confirming that the changes have been made. During the hearing, United Biscuits said it was willing to revise the packaging and remove the word 'Wholewheat' from the registered trademark displayed on the pack, but the CCPA directed that all fresh packaging be modified from the date of the order rather than allowing a nine-month transition period. The company acknowledged CCPA's concerns and offered to remove 'Wholewheat' from the trademark displayed on packaging while confirming it would not order fresh packaging bearing the old branding.
