News: CCPA has intensified action against food companies using misleading “100%” marketing claims.

About CCPA

• Established: July 2020 under Section 10(1), Consumer Protection Act, 2019.
• Aim: Protect and enforce consumer rights and prevent unfair trade practices and misleading advertisements.

Key Powers

• Suo motu investigation into consumer-rights violations.
• Order withdrawal/modification of misleading advertisements and impose penalties.
• Direct product recalls and refunds for unsafe or deficient goods/services.
• Issue guidelines against dark patterns, surrogate advertising and hidden charges.
• Represent consumers before Consumer Disputes Redressal Commissions.

Significance

• Shifts consumer protection from a reactive dispute-resolution model to proactive regulation.
• Enables action against harmful business practices affecting consumers collectively.