FSSAI Directs Dabur to Withdraw Products Carrying Misleading ‘100%’ Claims

New Delhi: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd. to immediately stop the sale of several food products carrying allegedly misleading “100%” claims. The directive covers products including honey, cow ghee, edible oils, apple cider vinegar, coconut water, and coconut milk.

According to the food regulator, claims such as “100% Natural,” “100% Pure”, “100% Purity Guaranteed”, “100% Organic”, and similar descriptions violate the Food Safety and Standards (Advertising and Claims) Regulations, 2018. FSSAI stated that such claims are ambiguous, difficult to substantiate, and have the potential to mislead consumers into believing the products possess absolute qualities that cannot be objectively verified.

The regulator’s action is part of its broader drive to strengthen consumer protection, promote truthful food labelling, and curb misleading marketing practices in the packaged food sector. Companies have been reminded to ensure that all advertising and product labels comply with the country’s food safety regulations and are backed by verifiable scientific evidence.

The move underscores FSSAI’s increasing scrutiny of promotional claims in the food industry, reinforcing its commitment to transparency and informed consumer choice.