India: Advertising, Marketing & Branding

On June 18, 2026, the Central Consumer Protection Authority (CCPA) issued an stating that if a brand’s product label, website, or advertising uses the term ‘100%’ in any claim about composition, ingredients, or naturalness, then that claim must be literally and verifiably true.

In a decision reinforcing the importance of brand reputation and trademark protection in India, the Delhi High Court has declared GlaxoSmithKline Pharmaceuticals Limited’s (“GSK”) trademark “CALPOL” as a “Well-Known Trademark” under Section 2(1)(zg) of the Trade Marks Act, 1999. The ruling came in the backdrop of a trademark dispute involving the marks “CALPOL” and “WALPOL”, wherein the Court recognized the extensive goodwill, reputation, and long-standing commercial presence associated with the CALPOL brand in India.

The Act, the Rules and the OGAI are therefore simultaneously operational. The prohibition provisions under Chapter III of the Act, the criminal penalties under Chapter V of the Act and the institutional framework under the Rules are all in effect. There is effectively no formal compliance window for core prohibitions and penalties; stakeholders should treat the regime as immediately operational and adjust business models without delay.