The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India Ltd from selling several food products carrying misleading ‘100 per cent’ claims, stating that such labelling practices violate food safety regulations. The regulator issued the order against products including honey, cow ghee, edible oils, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk.
In a statement shared on Monday, FSSAI said that products listed on Dabur’s website were found to carry claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’ and ‘100% Tender Coconut Water’. According to the regulator, such claims are ambiguous, unverifiable and may mislead consumers.
FSSAI stated that the use of such absolute claims is not permitted under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. It also pointed out that Dabur Hommade Coconut Milk was marketed with a ‘100% Purity’ claim, which is not allowed for compound foods under the existing regulations.
The food regulator said it had earlier issued a notice to Dabur India, directing the company to discontinue the misleading claims. However, no satisfactory corrective action was taken, leading to the latest prohibition order.
FSSAI has directed Dabur India to immediately stop the sale of the identified products and all other food items carrying misleading ‘100%’ claims. The company has also been asked to submit an Action Taken Report within 15 days.
