New Delhi: The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to stop selling several food products that carry “100 per cent” claims, stating that such terminology is ambiguous, unverifiable and potentially misleading to consumers. The move is part of a broader regulatory push to curb exaggerated or unclear claims in food labelling and advertising.
The prohibition order applies to a range of products, including honey, ghee, edible oils and other packaged food items marketed with labels such as “100 per cent Natural”, “100 per cent Pure”, “100 per cent Organic” and similar phrases. The regulator clarified that its action is not related to product safety or adulteration, but strictly concerns how these items are marketed to consumers.
Violation of advertising and claims regulations
According to FSSAI, the use of “100 per cent” claims violates the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The authority noted that such terms are not clearly defined within the regulatory framework and may create a false impression of absolute purity or superiority over other products.
The regulator had earlier issued an industry-wide advisory in May 2025 cautioning food businesses against using “100 per cent” claims on product labels, packaging and promotional material. Despite this, certain Dabur products continued to carry these claims on the company’s website and marketing channels.
Officials stated that the continued use of such language could mislead consumers into believing that the product meets an undefined or absolute standard, which cannot be scientifically verified in most cases.
Products flagged by the regulator
FSSAI identified multiple Dabur products that were allegedly in violation of the guidelines. These include:
- Honey products marketed as “100 per cent Pure” or “100 per cent Natural”
- Apple cider vinegar labelled as “100 per cent Organic”
- Virgin coconut oil and sesame oil with “100 per cent” purity claims
- Cow ghee and coconut-based products with similar assertions
Additionally, the regulator flagged specific items such as Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey for displaying the Jaivik Bharat logo without a valid organic endorsement from FSSAI.
The Jaivik Bharat logo is used to identify certified organic food products in India and indicates compliance with prescribed national standards. Misuse of this mark is considered a serious regulatory concern, as it may mislead consumers about the authenticity of organic claims.
Directive to halt sales and submit report
FSSAI stated that it had previously issued a notice to Dabur instructing the company to discontinue the use of misleading “100 per cent” claims. However, the corrective action taken by the company was deemed unsatisfactory.
As a result, the regulator has now directed Dabur to immediately stop the sale of the identified products, as well as any other items carrying similar claims. The company has also been asked to submit an Action Taken Report within 15 days, detailing the steps taken to comply with the directive.
The order underscores the regulator’s increasing focus on ensuring transparency and accuracy in food labelling, particularly in a market where consumer awareness is steadily rising.
Dabur’s response to the notice
In response to the development, Dabur India acknowledged receiving the notice and stated that it is reviewing the concerns raised by the regulator.
The company said it is in the process of examining the content mentioned in the notice, particularly the claims displayed on its website. While Dabur has not yet issued a detailed clarification, it is expected to take corrective measures in line with regulatory requirements.
Wider crackdown on misleading claims
The action against Dabur is part of a broader initiative by FSSAI to tighten norms around food advertising and labelling. The regulator has increasingly emphasised the need for clear, verifiable and non-misleading claims, especially as consumers rely heavily on packaging information to make purchasing decisions.
Industry experts believe that the move could prompt other food companies to review their labelling practices and remove ambiguous or exaggerated claims. It may also lead to stricter enforcement and greater scrutiny of marketing strategies across the fast-moving consumer goods (FMCG) sector.
Conclusion
FSSAI’s directive to Dabur marks a significant step in strengthening consumer protection in India’s food sector. By challenging vague “100 per cent” claims, the regulator aims to ensure that product labels remain transparent and scientifically verifiable. As enforcement tightens, companies may need to adopt more precise and compliant communication strategies, ultimately benefiting consumers through greater clarity and trust.