New Delhi: The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India Ltd from selling several food products carrying “100%” claims, stating that such labelling violates food advertising regulations and has the potential to mislead consumers.
The regulator issued a prohibition order covering products including honey, cow ghee, virgin coconut oil, sesame oil, apple cider vinegar, coconut water and coconut milk, along with other food items marketed using claims such as “100% Natural,” “100% Pure,” “100% Purity Guaranteed,” “100% Organic” and “100% Tender Coconut Water.”
According to the FSSAI, these claims are ambiguous, cannot be independently verified and are not permitted under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The authority said such marketing could create a misleading impression among consumers regarding the nature and quality of the products.
The regulator also pointed out that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were found displaying the Jaivik Bharat logo without valid FSSAI organic endorsement. Additionally, Dabur Hommade Coconut Milk was marketed with the claim “100% Purity,” which is not allowed for compound food products under the existing regulations.
FSSAI said it had previously directed Dabur to discontinue the use of misleading “100%” claims. However, the company allegedly failed to take satisfactory corrective action, prompting the latest prohibition order.
The food regulator has instructed Dabur to immediately stop the sale of all identified products carrying the disputed claims and submit an Action Taken Report (ATR) within 15 days detailing the corrective measures implemented.
Responding to the development, Dabur said it has received the FSSAI notice and is reviewing the content mentioned on its website.
In recent months, FSSAI has increasingly used social media to publicise enforcement actions against food manufacturers and e commerce platforms as part of its efforts to strengthen consumer awareness and ensure compliance with food safety regulations.
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