FSSAI Takes Strong Action Against Misleading Product Labels
The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur from selling several food products carrying “100%” claims, stating that such labels are ambiguous, unverifiable, and likely to mislead consumers.
The regulator said the use of expressions such as “100% pure”, “100% natural”, and similar claims does not comply with existing food labelling regulations. According to FSSAI, these claims can create a false impression about a product’s quality or purity, influencing consumers’ purchasing decisions.
Products Under Regulatory Action
The directive applies to a range of Dabur food products carrying “100%” claims on their packaging. Reports indicate that products such as honey, ghee, coconut oil, and coconut water are among those affected.
FSSAI has directed the company to stop selling products bearing these labels until they comply with the applicable food safety and labelling regulations.
Why FSSAI Objected To ‘100%’ Claims
The regulator maintained that the term “100%” is not recognised under the Food Safety and Standards (Advertising and Claims) Regulations. Since the claim is not clearly defined or scientifically verifiable across different food categories, FSSAI believes it can mislead consumers into assuming a product is superior or absolutely pure compared to competing products.
The action is part of a broader regulatory effort to improve transparency in food labelling and ensure consumers receive accurate information while making purchasing decisions.
Dabur Begins Revising Product Labels
Following the regulatory order, Dabur said it has already started transitioning to revised product labels and is seeking legal advice on the matter. The company maintained that it is committed to complying with regulatory requirements while continuing to serve consumers.
The development follows increasing scrutiny by food regulators over marketing claims used by packaged food companies in recent years.
Stricter Oversight Of Food Marketing
The latest action signals FSSAI’s continued focus on ensuring truthful food labelling and preventing misleading advertising. Companies using broad or absolute claims without regulatory backing may face similar action as authorities strengthen enforcement of food safety and consumer protection rules.
Summary
FSSAI has prohibited Dabur from selling food products carrying “100%” claims, saying such labels are ambiguous, unverifiable, and likely to mislead consumers. The action covers products including honey, ghee, coconut oil, and coconut water. Dabur has begun revising its labels while seeking legal advice, as the regulator continues its crackdown on misleading food packaging and advertising claims.