The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd. to immediately stop selling several food products carrying misleading “100%” claims, stating that such labelling violates the provisions of the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
The action covers a range of products, including honey, cow ghee, edible oils, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk, which were allegedly marketed using claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic,” and “100% Tender Coconut Water.”
FSSAI Finds ‘100%’ Claims Misleading
In a statement shared on social media, the food regulator said it had issued a prohibition order after finding that several food products listed on Dabur India’s website carried claims that were ambiguous, unverifiable and likely to mislead consumers.
According to FSSAI, the use of blanket “100%” claims is not permitted under the Food Safety and Standards (Advertising & Claims) Regulations, 2018, as such statements cannot always be scientifically substantiated and may create false impressions regarding the quality or composition of food products.
Products Flagged During Inspection
Among the products highlighted by the regulator were:
- Dabur Honey
- Dabur Cow Ghee
- Dabur Virgin Coconut Oil
- Dabur Sesame Oil
- Dabur Himalayan Organic Apple Cider Vinegar
- Dabur Organic Honey
- Dabur Homemade Coconut Milk
- Coconut Water and other related food products
FSSAI said these products displayed promotional claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” and “100% Organic,” which are not permissible under existing food labelling regulations.
Organic Certification Issue
The regulator also pointed out that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat logo without possessing a valid FSSAI organic endorsement, raising concerns over compliance with organic food certification norms.
In addition, Dabur Hommade Coconut Milk was marketed with the claim “100% Purity.” FSSAI stated that such a claim is not allowed for compound food products under the current advertising and claims regulations.
Earlier Notice Ignored
FSSAI revealed that it had previously issued a notice to Dabur India directing the company to discontinue the use of misleading “100%” claims on its food products.
However, according to the regulator, the company did not take satisfactory corrective measures despite the earlier warning.
Following this, FSSAI has now instructed Dabur India to:
- Immediately stop the sale of all identified products carrying misleading “100%” claims.
- Withdraw similar claims from any other food products marketed by the company.
- Submit an Action Taken Report (ATR) to the regulator within 15 days detailing the corrective steps undertaken.
FSSAI Intensifies Action Against Misleading Advertising
In recent months, FSSAI has stepped up enforcement against misleading advertisements and non-compliant food labelling practices. The regulator has increasingly used social media platforms to publicly announce enforcement actions against food manufacturers as well as e-commerce platforms selling products that violate food safety and advertising regulations.
Several companies, including manufacturers of alcoholic beverages, energy drinks and other packaged food products, have come under the regulator’s scrutiny for making unverified or misleading marketing claims.
FSSAI has reiterated that food businesses must ensure that all advertising and product claims are accurate, scientifically supported and fully compliant with the Food Safety and Standards Act and related regulations to safeguard consumer interests.
