India's food regulator bans Dabur products for misleading 100% claims

The Food Safety and Standards Authority of India has prohibited Dabur India Ltd from offering a variety of its food products that carry "100 per cent" assertions, labeling them as vague, unverified and likely to mislead consumers. Items affected include honey, cow ghee, several edible oils, apple cider vinegar, virgin coconut oil, sesame oil, coconut water, coconut milk and other foods. Specific claims such as "100 per cent Natural," "100 per cent Pure," "100 per cent Purity Guaranteed," "100 per cent Organic" and "100 per cent Tender Coconut Water" were cited as violations of the Food Safety and Standards (Advertising & Claims) Regulations, 2018.

The regulator also noted that Dabur's Himalayan Organic Apple Cider Vinegar and Organic Honey displayed the Jaivik Bharat logo without a valid organic endorsement, and that its Hommade Coconut Milk used an impermissible "100 per cent Purity" claim for a compound product. After an earlier notice was ignored, FSSAI demanded an immediate halt to sales of the flagged items and a detailed action report within 15 days. Dabur responded that it has received the notice and is reviewing the content on its website. The enforcement reflects FSSAI's intensified use of social media to publicise actions against misleading food labeling across the industry.