New Delhi, Aug 4: The Food Safety and Standards Authority of India (FSSAI) has prohibited FMCG major Dabur India from selling several food products carrying “100%” claims, saying such labels are misleading, ambiguous and unverifiable. The regulatory action is part of a wider crackdown on misleading food labelling and advertising.
The prohibition covers a range of Dabur products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk, which were marketed with claims such as “100% Natural”, “100% Pure”, “100% Organic” and “100% Purity Guaranteed”. According to the regulator, these claims could mislead consumers and violate food labelling norms.
FSSAI said the use of blanket “100%” claims on food labels is not scientifically verifiable and may create a false impression about the quality or composition of products. The authority had earlier issued an advisory directing food businesses to refrain from using such claims on product packaging and promotional material.
The action comes months after FSSAI issued a nationwide advisory cautioning food business operators against using “100%” claims, stating that such descriptions are likely to mislead consumers unless they can be objectively substantiated.
Following the order, Dabur’s shares fell in early trade as investors reacted to the regulatory action. The company said it is revising product labels to comply with the FSSAI directive and is seeking legal advice on the matter.
