Regulators
FSSAI bars Dabur from selling food products carrying misleading ‘100%’ claims
Regulator cites advertising rule violations, orders withdrawal of products and action report
New Delhi: A perfect score has fallen short of the rules. The Food Safety and Standards Authority of India has prohibited Dabur India Limited from selling several food products carrying “100 per cent” claims, stating that such labelling violates food advertising regulations and has the potential to mislead consumers.
In a post on social media platform X, the regulator said it had issued a prohibition order covering products such as honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk and other food items marketed with claims including “100% Natural”, “100% Pure”, “100% Purity Guaranteed”, “100% Organic” and “100% Tender Coconut Water”.
According to FSSAI, these claims contravene the Food Safety and Standards (Advertising & Claims) Regulations, 2018, because they are ambiguous, unverifiable and likely to create a misleading impression among consumers.
The regulator also found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without a valid FSSAI organic endorsement.
In addition, Dabur Hommade Coconut Milk was marketed with the claim “100% Purity”. FSSAI said such a claim is not permitted for compound foods under the Advertising & Claims Regulations.
The regulator said it had previously issued a notice directing Dabur to discontinue the “100 per cent” claims. However, it alleged that the company failed to take satisfactory corrective action.
FSSAI has now directed Dabur India to immediately stop the sale of the identified products, along with any other food products carrying similar “100 per cent” claims. The company has also been instructed to submit an Action Taken Report within 15 days detailing the steps taken to comply with the order.
The action underscores FSSAI’s continued focus on tightening oversight of food labelling and advertising, with greater scrutiny on marketing claims that could influence consumer purchasing decisions.
