Misleading ‘100%’ Labels Under Fire as FSSAI Acts Against Dabur

Food Safety and Standards Authority of India (FSSAI) has directed Dabur India Ltd to immediately stop selling several food products carrying "100 per cent" claims, ruling that such labels violate food advertising regulations and could mislead consumers.

The regulator said products including honey, cow ghee, edible oils, apple cider vinegar, virgin coconut oil, sesame oil, coconut water and coconut milk were being marketed with claims such as "100% Natural", "100% Pure", "100% Purity Guaranteed", "100% Organic" and "100% Tender Coconut Water."

According to FSSAI, these statements breach the Food Safety and Standards (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to create a false impression among consumers regarding the nature and quality of the products.

The food regulator also found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat Logo without a valid FSSAI organic endorsement. In addition, Dabur Hommade Coconut Milk was marketed with the claim "100% Purity," which is not permitted for compound food products under existing regulations.

FSSAI said it had previously issued a notice asking the company to discontinue the disputed claims. However, it noted that no satisfactory corrective action was taken by the company despite the earlier direction.

The authority has now instructed Dabur India to immediately prohibit the sale of all food products identified in its notice, along with any other products carrying similar misleading "100%" claims. The company has also been asked to submit an Action Taken Report (ATR) within 15 days detailing the steps taken to comply with the order.

The action reflects FSSAI's intensified enforcement against misleading food labels and advertising practices. Over recent months, the regulator has publicly disclosed enforcement actions against several food business operators, online marketplaces, alcoholic beverage makers and energy drink manufacturers as part of its broader consumer protection and transparency initiative.