Food Safety – FSSAI Bars Dabur From Using ‘100 Per Cent’ Claims on Food Products
Food Safety – India’s food safety regulator has directed Dabur India to stop marketing several food products with “100 per cent” claims, stating that such descriptions do not comply with existing advertising and labeling regulations.
The Food Safety and Standards Authority of India (FSSAI) has issued an order prohibiting Dabur India Ltd from selling a range of food products carrying “100 per cent” claims. According to the regulator, these statements are inconsistent with the Food Safety and Standards (Advertising & Claims) Regulations, 2018, because they are difficult to verify, lack clarity, and have the potential to create a misleading impression among consumers.
Regulator Identifies Multiple Products
In a statement shared through its official social media channels, FSSAI said the prohibition applies to several Dabur products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, coconut milk, and other food items marketed with similar claims. The regulator emphasized that food labels and promotional material must provide information that is accurate, substantiated, and compliant with legal standards.
Claims Found to Be Misleading
During its review, FSSAI found that products listed on Dabur’s official website displayed descriptions such as “100 per cent Natural,” “100 per cent Pure,” “100 per cent Purity Guaranteed,” “100 per cent Organic,” and “100 per cent Tender Coconut Water.” The authority stated that these expressions could mislead buyers because they are not supported by verifiable evidence as required under the applicable regulations.
Company Responds to Notice
Reacting to the regulator’s action, Dabur India confirmed that it has received the notice from FSSAI. The company said it is examining the observations mentioned by the authority and reviewing the content available on its website. At present, Dabur has not announced any additional measures regarding the affected product listings.
Organic Certification Concerns Raised
The regulator also pointed out that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were displaying the Jaivik Bharat logo despite not having a valid FSSAI organic endorsement. According to the authority, the use of the certification mark without the required approval does not meet the prescribed regulatory requirements for organic food products.
Earlier Warning Had Already Been Issued
FSSAI stated that it had previously instructed Dabur to discontinue the use of misleading “100 per cent” claims. However, the regulator said the corrective measures taken by the company were not considered satisfactory, leading to the latest prohibition order. The authority reiterated that businesses are expected to ensure all promotional claims are truthful and supported by evidence before being presented to consumers.
Wider Enforcement Drive Continues
In recent months, FSSAI has increasingly used its official communication channels to inform the public about enforcement actions against food manufacturers and online marketplaces. The regulator has been actively monitoring product labeling, advertising practices, and regulatory compliance across different categories of food businesses operating in the country.
Several companies involved in the alcoholic beverages and energy drinks segments have also come under regulatory scrutiny as part of these ongoing compliance efforts. Through these actions, FSSAI aims to strengthen consumer confidence by ensuring that food-related claims made by manufacturers are transparent, verifiable, and in accordance with Indian food safety laws.