Tezzbuzz Desk- The Food Safety and Standards Authority of India (FSSAI) has taken a strict stand against claims like ‘100% Pure’, ‘100% Natural’ and ‘100% Organic’ in the packaging and promotion of food products. The food regulator has issued a strict order to Dabur India Limited regarding the ‘100%’ claims being made on many of its food and beverage products. FSSAI has directed the company to stop the sale of the products with such claims with immediate effect and take necessary corrective action.
According to the FSSAI, claims such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’ and ‘100% Tender Coconut Water’ were found on some of the company’s products. The regulator said such claims can be vague and difficult to verify and may mislead consumers about the quality or nature of the product.
FSSAI is keeping an eye on these Dabur products.
Several popular Dabur food products have been identified as being under the scope of the FSSAI action, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk.
Some of these products were being marketed with claims of “100%” purity or naturalness. FSSAI has directed the company to stop selling all food products listed in the notice, including those making “100%” claims that were found to be inconsistent with regulations.
Why was the action taken?
According to the FSSAI, there are clear rules governing claims made in the advertising and labeling of food products. The Food Safety and Standards (Advertising and Claims) Regulations, 2018, prohibit claims that lack a clear basis or are likely to mislead consumers.
The regulator believes that claims such as “100%” may create an impression in the minds of consumers about a product’s absolute purity, naturalness, or quality that cannot be independently verified. Therefore, the regulator has objected to such claims.
FSSAI also said that the company had earlier been issued a notice to stop making misleading ‘100 per cent’ claims, but strict action has now been taken as the required corrective steps were not taken.
Questions also arose regarding organic products
The marketing of some of Dabur’s organic products has also come under scrutiny in this case. According to reports, questions have been raised about the use of the “Organic India” logo on Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey.
Additionally, objections were raised to the sale of Dabur Homemade Coconut Milk with the claim of “100% Purity.” Under the regulations, restrictions on the use of such claims may apply to compound foods made with multiple ingredients.
What did Dabur say?
Dabur India has also responded to the FSSAI’s action. The company stated that it has received the regulator’s notice and is reviewing the information provided in the notice on its website.
Following this action, the company may be required to review claims used in the online marketing, labeling, and advertising of its related products. Specifically, the use of terms such as “100% Pure,” “100% Natural,” and “100% Organic” will require the company to comply with regulations.
Action taken report to be submitted within 15 days
FSSAI has directed Dabur India to take immediate necessary action and submit an “Action Taken Report,” or ATR, within 15 days, detailing the corrective action it has taken regarding the products and their promotions following the regulatory order.
FSSAI has been increasing its surveillance on misleading food product labeling and advertising for some time now. The regulator is also informing consumers through social media about actions taken against various food business operators and products sold on online platforms.
The message from this FSSAI action is clear: food companies cannot make claims like “100% Pure” or “100% Natural” simply for the sake of attractive marketing. Any claims must comply with established regulations regarding food safety and advertising, so that consumers are not misled when purchasing products.